This October, wearing pink can mean a little more. G-SHOCK is continuing its support for breast cancer awareness with the new ongoing GMA-S2100PR-4A, a pastel pink watch created as part of the brand’s ongoing support for Pink Ribbon campaigns.
Priced at RM579, the new timepiece is the fourth G-SHOCK watch created in support of the movement. Beyond its all-pink look, small details throughout the design carry an important message about breast cancer awareness, early detection and treatment.
A Pink Watch With A Meaningful Detail
Based on the GMA-S2100 line, the GMA-S2100PR-4A comes in a soft pastel pink colour that makes it easy to wear as an everyday accessory.
Look a little closer and there is an important detail on the dial. At the 9’o clock position, a pink ribbon-shaped indicator represents the Pink Ribbon movement and its message of breast cancer awareness.
The pink ribbon is recognized around the world as a symbol of efforts surrounding breast cancer. Medical organizations and support groups use it to share accurate information, encourage regular checkups and support patients.
October is internationally recognized as Breast Cancer Awareness Month, also known as “Pink October”, when Pink Ribbon campaigns, events, and fundraising efforts take place around the world.
Through the new watch, Casio hopes to highlight the importance of early detection, diagnosis, and treatment, while supporting a future where illness does not stop people from living their lives freely.
G-SHOCK Is Taking Its Pink Ribbon Support Around The World
The campaign goes beyond the watch itself, with G-SHOCK supporting different breast cancer organizations and activities across several countries.
In Japan, Casio will donate 5% of proceeds from sales of the watch in 2026 to J.POSH, a certified non-profit organization that has spent more than 20 years raising awareness about early breast cancer detection, improving access to screening and supporting patients and their families.
In the United States, Casio will donate US$25,000 to the Breast Cancer Research Foundation (BCRF). The organisation’s logo will also appear on the product packaging to help raise awareness of its work in breast cancer research.
Casio will also donate a portion of product sales in Taiwan to the Taiwan Breast Cancer Foundation, which works on education, screenings, patient counselling, support groups and research and treatment assistance.
In Colombia, G-SHOCK partnered with the AMESE Foundation during Pink Month, donating 5% of sales from participating pink-tone models to support breast cancer awareness and patient activities.
G-SHOCK has also supported awareness efforts in Azerbaijan, where it hosted a special session with artist Samia and shared educational information on breast cancer screening. In Uzbekistan, the brand sponsored an annual medical seminar focused on breast cancer prevention, family health and early detection.
G-SHOCK’s Pink October Efforts Continues in Malaysia
G-SHOCK has also been involved in Pink Ribbon efforts closer to home.
In 2025, the brand supported the Putrajaya Pink October Run by providing Pink Ribbon models and joining the local community in raising awareness of breast cancer.
For 2026, Casio will continue its local efforts by supporting the PINK ESG Wellness Campaign 2026 by Universiti Malaya Medical Centre (UMMC) and the Putrajaya Pink October Night Run 2026 by Hospital Putrajaya.
These activities form part of G-SHOCK’s wider Pink October campaign, which aims to keep conversations about breast cancer awareness and early detection going throughout the month.
Where To Get the G-SHOCK GMA-S2100PR-4A
The new G-SHOCK GMA-S2100PR-4A is now available in Malaysia for RM579 at G-SHOCK stores and authorised retailers.
With its soft pastel colour and subtle pink ribbon detail, the watch brings fashion and a meaningful message together, making this pink timepiece about much more than simply adding a pop of colour to your wrist.
