How do you take a well-established brand, known dually for its heavy use of black plastic and its indomitable outdoor aesthetic and make it feminine without subscribing to a load of mind-blowingly insulting tropes? This is the challenge facing Casio every time it wants to add a new women’s model to the catalog. This is a challenge the brand has, in quite some style, recently overcome with the release of the Casio G-Shock G-MS watch.

Let’s not pretend: there is a niche market for this piece. While many women wear wristwatches these days, a huge amount of the market is cornered by fashion brands such as Olivia Burton, Ted Baker, and the ubiquitous Daniel Wellington. On the rise is the number of young women wearing active watches: FitBits, Garmins, and Apple Watches galore. This kind of hyper-connectivity is even more relevant to women than it is to men in the modern world, and many of the leading global Smart-tech companies are capitalizing on this. However, I see this watch being popular with the more active woman who wants to reject the suffocating hold constantly being connected to our devices has over our lives and the negative impact it has on our emotional wellbeing.

A weird halfway-house between a statement watch and a sport watch, the Casio G-Shock G-MS loads up on “traditional” digital functionality and presents it in a tasteful rose gold case, paired with a blush pink handset (and rehaut on the white model above). Packed with the functions is a bit of an understatement, but this watch is generally quite intuitive to operate and understand thanks to its four-pusher system that can be mastered after a couple of minutes of trial and error. The watch is designed to do anything and go anywhere with its 100 meters of water resistance, typical G-Shock shock resistance, a super-bright LED light, an easy-to-use World Time function (that encompasses 29 cities and UTC), 5 daily alarms, 1/100th second stopwatch, 1/10th second countdown timer, and the option to choose between 12 and 24 hour formats on the digital side of things. With a swathe of decent Casio releases for the men dropping this summer, it is nice to see that the Japanese giant is taking its female fans’ needs into account. Prices for the MSGC100G-7A start at $130. Learn more at casio.com.