Casio G-Shock 30th Anniversary – “Shock The World 2013″ NYC | Event Recap

By - August 9th, 2013

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It is always to find the right terminology in describing Casio G-Shock‘s “Shock The World” event. Though the event’s format is similar to that of a tech product launch, such as the annual WWDC from Apple, G-Shock’s “Shock The World” also takes on a characteristic much like a music festival. For example, you will not see Yelawolf and EMINEM working the crowd to a frenzy at the next Apple symposium, but it is certainly expected at a G-Shock event, such as the one that took place on Wednesday.

First hint of how this year’s “Shock The World 2013″ will be bigger, better, louder was from the venue’s move to NYC’s Basketball City Pier 36 location instead of the annual Hammerstein Ballroom. The hangar-like structure just hosted a trade show weeks before and of course, more than 8,000 ravenous sneakerheads at last month’s Sneaker Con NYC. The second clue was the guest list, everyone from Vincent Piazza, Fabolous, Melanie Fiona, Paul Pierce, Adrienne Eliza Bailon, Stevie Williams, Jamie Burke, Cynthia Rowley, to Rebecca Minkoff, Tom Murro, Tali Lennox, Andrej Pejic, Chris Meloni, and Natasha Lyonne. The list continues with Taryn Manning, Kelsey Rogers, Bob Gruen, Frank Grillo, Nigel Sylvester, Tiki Barber, Brad Richards, Joe Johnson, Doug E. Fresh, Eric LeGrand, Gabe Kling, Rosie Perez, Eric Haze, Adam Sinn, Big Sean, Josh Hopkins, and more…

Once the 2000 or so guests settled to their seats, Casio started the event with a few brand updates and its recently reached benchmark of 65 million G-Shock timepiece sold during the last 30 years. As with the past “Shock The World” event, the company also found a way, albeit quirky, to introduce “Father of G-Shock” Kikuo Ibe, the shy engineer credited of creating the very first G-Shock watch in 1983. With Shigenori Itoh, Casio America CEO and co-founder of the G-Shock brand, arrived in style on a motorcycle, the venue went into high gear with the introduction of G-Shock MT-G “Metal Twisted” Collection and actor James Marsden. 7-foot in height, Brooklyn Nets‘ Brook Lopez (joined by teammate Paul Pierce) was the biggest man on stage that night, so it was fitting for him to unveil the larger GDX-6900 Series. Singer Kesha helped out with the re-launch of G-Shock’s Baby-G line for women two years ago. This year, former Victoria’s Secret model Jessica Stam will broaden the line’s appeal within the world of high-fashion. Finally, after the success of its Burton collab last year, G-Shock will be all-in on snow-sport for 2013 with snowboarder Louie Vito. As for the much talked about EMINEM collaboration, look for the EMINEM x Casio G-Shock GD-X6900MNM to officially launch around this year’s holiday season…

Photography by: Poe for Freshness

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