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G-Shock Held a Special 35th Anniversary Event Featuring Virgil Abloh and the A$AP Mob

The event took place at the Theater at Madison Square Garden
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Image via: G-Shock

Image via: G-Shock

Last week in New York City, G-Shock took to The Theater at Madison Square Garden to kick off the brand's yearlong 35th anniversary celebration. Highlights from the exclusive press event -- attended by an audience numbering 1,300 -- included Kazuhiro Kashio, President of Casio Computer, presenting a retrospective of Casio's rich legacy, and G-Shock founder Kikuo Ibe unveiling the first-ever sapphire crystal G-Shock, a prototype model that fused the most fragile material in the world with the brand's hallmark toughness. Also making an appearance was hockey legend Mark Messier, who grabbed a stick and proceeded to launch G-Shock watches into the net, further illustrating the unbreakable toughness of G-Shock timepieces. 

There was also an onstage discussion about the growth of G-Shock, featuring G-Shock athlete Louie Vito, RedBar Group founder Adam Craniotes, author and Condé Nast Traveler editor Matt Hranek, Kith founder Ronnie Fieg and other friends of the brand with company executives. The event also featured a live DJ set by Off-White founder Virgil Abloh, followed by a performance from the A$AP Mob with Skepta and T-Pain.

On display throughout the Theater were key timepieces from all of G-Shock's various collections -- including MR-G, MT-G, Master of G and the women's S Series -- as well as custom artwork by Eric Haze. The longtime G-Shock collaborator, who's worked with the brand for over 20 years, designed the celebratory logo and identity for the 35th anniversary. Check out the event recap in the gallery below, shot by Ryan Muir.