G*Shock:
The Unbreakable Watch

Set in the grand & cavernous Cipriani Wall Street, a bevy of American & international press were introduced to “Shock the World 2009” where G*Shock launched their latest collection & demonstrated to all why the brand is such a power house.

• All G*Shock watches are shock resistant (pun intended)
• Water resistant up to 660 feet (not 661, so be careful when swimming)
• Low temperature resistant to -40F (This was demonstrated by an “shock” & awe spectacle of encasing the watches in blocks of ice for 3 days & dropping them from a platform for its release-  followed by a charismatic Mr. Ito, the G*Shock Chairman, to yell in a jubilant tone  “It’s still working!”)
• Vibration resistant (perfect for wearing on a city bus)

I know we are jesting, but the watches are truly technological wonders with, in the words of their director of product development, every single element of their design being first & foremost considerate of function, with no compromise of function for fashion.

The newest of the G*Shock brands the G*Shock Mini was officially unveiled at the event as well.  This series maintains all of the functionality combined with the fashion that most of G*Shock’s fan care most about, but encases it in a much more compact, slicker body & band.  Aimed at the stylish & sophisticated fashionable woman, the full range of G*Shock Minis, will be available for this year’s holiday gift giving season. 

But more than just the factual presentation & cheeky demonstrations of the technical achievements of the brand, as well as an entertaining retrospective slide show of the history of G*Shock’s parent company Casio (anyone remember the calculator watch???), the company also chose to debut a number of very cool artistic collaborations in the form of limited time run products that are certain to create a new layer of brand enthusiasts.  The most charming introduction of the evening came when world-renowned tattoo artist Mr. Cartoon spoke to the room about his inspirations for his watch.  Citing clowns & chrome rims ("Classic man") & the kids from his ‘hood, he won the hearts of everyone in the room.

Several of their new crop of brand ambassadors were in attendance too, including surfers Gabe Kling & Erica Hosseini, snow boarder Matt Hammer & skate boarder Stevie Williams.
But to top off the entire evening the G*Shock wearing Kanye West played to a small audience of the press & some high-octane celebrity attendees.  Seeing a performer of Kanye’s ilk in such an intimate setting is a rare treat that few ever get to experience.  Casio corporate made their point.

Overall, the night was fun, informative & innovative…

-pq