Thirty years later and Casio's G-Shock still continues to make their mark in the annals of watch history. What started out as a "Triple 10" concept for an "unbreakable watch" - 10 year battery life, 10-bar water resistance, and 10-meter dropping resistance - has transformed and revolutionized performance watches into lifestyle watches. With over 65 million watches sold globally during its 30-year period, G-shock continues to shock the world with its performance, fashion and innovation.
The annual "Shock the World" event is normally held to announce the brand's latest releases as well as the next phase in its evolution. However this year marked its 30-year anniversary and what other place better to celebrate than New York City?
Members of the press and special guests were first treated to an exhibit of the extensive line of G-shocks spanning from its inception in 1983 to present day. Next came a press conference presided over by Vice President of Timepiece, Casio America David Johnson, G-Shock creator Kikuo Ibe (Director of the Timepiece Development Department), Casio Yuichi Masuda and, rolling in on a motorcycle, CEO and president of Casio America Shigenori Itoh, as well as celebrity guests/ spokesmodels (actor James Marsden, supermodel Jessica Stam, Brooklyn Nets player Brook Lopez and professional snowboarder Louie Vito) who introduced the latest product launches.
Casio showcased a range of almost a dozen new lines, models, and special editions to whet consumers’ appetites. New “Ultimate G-shock” models included: the Ultimate Iceman, Ultimate Heatman, and Ultimate Frogman. Expanding on their revolutionary Master of G collection, G-SHOCK introduced the Rangeman: a military inspired timepiece for first response professionals to truly master all natural elements. Other announcements included the launch of the new 2nd Generation Bluetooth model, Lightening Yellow schemes (available on a number of G-shock models as part of their 30th Anniversary celebration), G-Aviation model and many more.
Brooklyn Nets player Brook Lopez introduced a revamped G-SHOCK classic: the iconic 6900. Now almost 10% larger in size, the GDX-6900 is also packed with G-SHOCK's latest performance technologies. This will the same large model used for the collaboration piece between G-Shock and Eminen, the GDX6900MNM-1, set to be released in Dec., featuring the hip-hop legend’s hometown skyline of Detroit. Supermodel Jessica Stam, following singer Kesha in 2011, unveiled the ladies collection, Baby-G (BA110, BA111 and BA112), which has been updated with layered 3D metallic faces and available in nine different colors.
James Marsden showed off the pièce de résistance, a highly anticipated new luxury timepieces from G-SHOCK: the metal twisted MT-G Collection. Aimed at the affluent consumer, the MT-G Metal Twisted G-SHOCK collection is a completely new timepiece incorporating metal casing components. The piece, featuring a new case design and available in three versions will be available exclusively at Tourneau and the G-shock store in Soho (NYC).
Continuing its success with snowboard company Burton, G-Shock announced its latest snow-sport collaboration with pro snowboarder Louie Vito.
"It is with immense pleasure and satisfaction that we can come together to celebrate 30 years of G-SHOCK with such an amazingly supportive community of G-SHOCK fans," said Shigenori Itoh, Chairman and CEO of Casio America, Inc. "Personally, I'm very happy about the future of G-SHOCK as we are entering a new era for our brand."
Topping off the G-SHOCK's 30th Anniversary celebration was a line-up of exclusive musical performances by New York rapper Yelawolf, star DJ Mick Boogie and hip-hop legend Eminem.