In 2020, Casio Middle East launched a limited-edition watch inspired by Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. For this collection, it teamed up with Arab Watch Guide and invited two prominent regional artists to compete to create a timepiece inspired by the Dubai ruler’s words: “This time shall pass.”
The two artists – calligraphy specialist Diaa Allam and digital visual artists Stephany Sanossian – then competed live on a Zoom session to customize the strap design of a G-SHOCK.
The session was reportedly viewed by over 3,000 people who then voted on their choice of strap.
While Sanossian chose to depict a skyline of Dubai on the strap, Allam covered it with his signature calligraphy.
Allam’s design was voted as the winner and it was then produced as a limited-edition collection sold through the Arab Watch Guide’s online store across the MENA region.
The timepiece sold out in ten minutes.