PR firm Slice picked up the brief after an initial six-way pitch, replacing four-year incumbent Kim Blake PR. The final stage of the pitch involved a head-to-head between Slice and Radiator PR.
Reporting to G-Shock marketing director Kerry Staniforth, Slice will now handle a nine-month media relations campaign, which will seek to develop the watch brand in relation to music.
Slice senior account manager Susie Willis and director of marketing Alec Samways lead the account.
Willis, who will effectively act as G-Shock's PR manager, said: 'Everybody knows about G-Shock from a few years ago when it was first launched, but it's important to show how the brand has progressed and its innovative ideas.'
She added there will be three elements to the campaign: music, to cement the brand's association with youth culture; design, via a partnership with a design consultancy; and extreme sports.
'They want to be seen as a brand that's connected to music, as music forms youth culture more than anything else,' said Willis.
The campaign will work to emphasise G-Shock's slogan 'The Toughest Watch of All Time'.