It takes a certain kind of confidence for a designer to stage a collection in front of one of the most striking buildings in modern architecture, overlooking the magnificent cliffs and waterfront...
SHOCK THE WORLD
August 08, 2013 4:23 PM
G-SHOCK by Casio held its annual “Shock the World” event and celebrated its 30th anniversary Wednesday night at Basketball City on Pier 36. The “shock” factor was delivered in the form of impressive new products, special appearances, celebrity guests, tasty treats and two captivating concerts. Pulling out all the stops to showcase their new collection of G-shock watches, Casio introduced an expansive new collection that appeals to a wide-range of target markets. President of Casio USA Yasuhiro Ito made his grand entrance to the press conference on a motorcycle before discussing the new technology behind Casio’s newest models. Watch designers Yuichi Masuda and Ryusuke Moriai also spoke about their favorite additions to the Casio and G-SHOCK families.
Surprise guests introduced new watch designs: luxury with actor James Marsden; magnitude with basketball player Brook Lopez; and femininity with the supermodel Jessica Stam. Movie-star Marsden promoted the ground-breaking MT-G (metal twisted) model that combines durability and elegance. The watch is included in G-shock’s first line of luxury watches, which start at $900. Lopez, the 7-foot center for the Brooklyn Nets, had to bend down over the podium to talk about his favorite watch, the GDX which is now 10% larger in size. Petite beauty Stam prefers the latest Baby G, which is now even smaller for a woman’s wrist and chicer than ever in new color ways.
Casio also introduced its collaborations with extreme snow-boarder Louie Vito and, most-recently, Eminem, who headlined the event. Yelawolf opened for Slim Shady, who rocked the stage with fan favorites and kept the crowd screaming for more. The star-studded event welcomed artists, including Fabolous and Big Sean; designers like Rebecca Minkoff and Cynthia Rowley; and models such as Andrej Pejic and Tali Lennox. Throughout the night, Casio offered guests an open bar that featured cleverly-coined drinks named after different watch models, as well as delectable hors d'oeuvres.
The innovative G-shock collection will become available in early winter, just in time for the holidays - watch out!
WRITTEN BY: KATIE DAVIDSON
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