G-Shock has partnered with Dragon’s Den star Steven Bartlett for the launch of its latest Full-Metal GM-B2100 range.

Manufactured by Japanese electronics firm Casio, G-Shock watches are renowned for their robustness and durability, designed primarily for sports, military and outdoor activities.

Having made his name via his own social media marketing company, Bartlett is now a regular on BBC business reality show Dragon’s Den.

The new range will include a wide variety of high-tech features, including a solar charging system and bluetooth connectivity allowing for better timekeeping and easy setting of alarms.

“We are proud to announce Steven as the new face of the G-Shock GM-B2100 collection in the UK,” G-Shock Content & Campaign Manager, Warren Halliwell said.

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“The GM-B2100 is a resilient icon that has evolved over time and wholeheartedly endorses G-SHOCK’s Never Give Up spirit.

He continued: “You can easily say the same about Steven. He has earned the right to be called one or Europe’s most accomplished young entrepreneurs. From social media and marketing to podcasting, television – Steven is an icon of the digital age”

Bartlett himself added: “I care about a watch representing who I am and my personality, when I look at these watches there’s a rawness of both the materials & the design that makes me resonate with it as a person.

“There’s something about the authenticity of it and I think generally this collection has some very stylish pieces within it.”

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