Casio India today launched a new range in its G-Shock category of wrist watches and appointed Ranvijay Singh of MTV Roadies fame, as its brand ambassador for the country.

Casio India is a 100 per cent subsidiary of the consumer electronics giant Casio Computer Company, Japan.

The G-Shock watches are shocks, low temperatures, vibrations and electric current resistant. Other G-shock watches are gravitational force resistant, magnetic field resistant, water resistant, rust resistant, mud resistant and ultra-tough stretch resistant band.

Also introduced today was its bluetooth-enabled G-Shock watch, which enables data connectivity between the wrist watch and a mobile phone.

"Unlike other watch-makers where the core is heritage and craftsmanship, at Casio, the core is electronics and technology," Casio's Global Head-Watch R&D, Shunji Minami, told reporters here.

The company sees a huge potential in the Indian market, its Global Head-Watch Planning, Toru Tanaka, said.

"Seeing the huge potential of the watch business in India, we are putting Casio India on our worldwide promotion map. As a part of our global promotion, a Shock The World Party was held in Mumbai early this year and more such events are expected this year in other Indian cities," he said.

Moreover, globally the company is creating unique G-Shock fans through the efforts of ambassadors who are leading figures on the cultural scene.

"In India we have collaborated with Indian youth icon Ranvijay Singh," Tanaka said.

"Casio has wide range of watches with unique concept that appeals to specific audiences. With the shop-in-shops concept, we can communicate and have a better connect with Indian customers.

"We have already opened 25 shop-in-shops at various locations in India in the last six months and endeavour to take this figure to 55 shop-in-shops in the next six months," Casio India's Head of Sales & Marketing, Kulbhushan Seth, said.