G-SHOCK is set to return to London’s Carnaby Street, the location of its first ever store back in 1998.

The brand, which claims to make the world’s toughest watch, has been absent from the iconic Soho street for seven years and will open a new two-storey store in June.

Describing the return as a “homecoming” the G-SHOCK said the store “will pay homage to a long standing and poignant relationship. London served as a tough, bold and ambitious backdrop to launch the first ever store, a description true of G-SHOCK’s world famous philosophy and a perfect place for the story to begin.”

The brand, part of the CASIO stable, became a cult hit in the late 90s and then went on to open 600 stores around the world.

Tim Gould, deputy managing director of CASIO UK,  said he was “hugely excited” at the return to the street. “We’re delighted to be returning to Carnaby Street and present our new retail space as a hub for burgeoning creativity – get ready, we’re back!”

The store will also stock other brands from CASIO including BABY-G, Edifice, ProTrek and Oceanus, as well as collaborations and designs from around the world. The basement of the store will serve as a creative events space and the “go to hub” for all things G-SHOCK.