Casio G-SHOCK Celebrates 30 Years Of Timepiece Innovation With Guest Performance From Eminem

From a Simple Idea, the Rugged Watch was Born and the Rest is History

Aug 07, 2013, 21:35 ET from Casio America, Inc.

DOVER, N.J., Aug. 7, 2013 /PRNewswire/ -- To kick off the global celebration of Casio G-SHOCK's 30th Anniversary, key media personnel and influential G-SHOCK fans came together in New York City, the capital of the world, to honor three decades of G-SHOCK innovation. The annual Shock The World event unveiled the latest G-SHOCK product releases, as well as introduced the next phase of G-SHOCK's evolution.

Media were first treated to the introduction of a range of celebratory limited edition G-SHOCK timepieces, presented by Casio executives David Johnson, Kikuo Ibe (Father of G-SHOCK), Yuichi Masuda and Shigenori Itoh. Also on stage speaking of the new watch releases were brand advocates Brook Lopez of the Brooklyn Nets, Canadian supermodel Jessica Stam, professional snowboarder Louie Vito and famed actor James Marsden who introduced the new luxury watch collection from G-SHOCK, MT-G.

The first timepiece introduced was a completely revamped G-SHOCK classic: the iconic 6900. Making this favorite almost 10% larger in size, the GDX6900 is mega and packed with G-SHOCK's latest performance technologies; backed by spokesperson Brook Lopez. 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.   Baby-G stepped up its style with the chicest designs to date. Introduced by supermodel Jessica Stam, the fashionable BA110, BA111 and BA112 timepieces come in nine colorways and boast a layered 3D metallic face.  Other announcements included the launch of the new 2nd Generation Bluetooth model, lightening yellow models, G-Aviation model and many more.

The pinnacle of the event came as the highly anticipated new luxury timepieces from G-SHOCK were announced: the metal twisted MT-G Collection.  This game changer will reposition the G-SHOCK brand into a more premium space for the affluent consumer -- the MT-G, Metal Twisted G-SHOCK collection is a completely new timepiece crafted at Casio's advanced factory in Yamagata, Japan, for select premium styles. The MT-G is the epitome of modern wrist couture.

"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."

Following the press conference the lights were turned down, music turned up and doors opened for guests to enjoy G-SHOCK's 30th Anniversary party with a line-up of exclusive musical performances by New York rapper Yelawolf, star DJ Mick and hip-hop legend Eminem. G-SHOCK has always had a close connection with music, working with artists in a range of capacities from passionate brand ambassadors to detailed watch collaborators. A testament to this is the forthcoming release of the limited edition Eminem collaboration G-SHOCK, utilizing the all-new large case GDX6900.

For more news on the Shock The World event and upcoming G-SHOCK product releases, visit

CASIO's shock-resistant G-SHOCK watch is synonymous with toughness, born from the developer Mr Ibe's dream of 'creating a watch that never breaks'. Over 200 handmade samples were created and tested to destruction until finally in 1983 the first, now iconic G-SHOCK hit the streets of Japan and began to establish itself as 'the toughest watch of all time'. Each watch encompasses the 7 elements; electric shock resistance, gravity resistance, low temperature resistance, vibration resistance, water resistance, shock resistance and toughness. The watch is packed with Casio innovations and technologies to prevent it from suffering direct shock, this includes internal components protected with urethane and suspended timekeeping modules inside the watch structure. Since it's launch, G-SHOCK has continued to evolve, continuing to support on Mr Ibe's mantra "never, never give up". This 2013, G-SHOCK are celebrating their 30th anniversary.

About Casio America, Inc.
Casio America, Inc., Dover, N.J., is the U.S. subsidiary of Casio Computer Co., Ltd., Tokyo, Japan, one of the world's leading manufacturers of consumer electronics and business equipment solutions. Established in 1957, Casio America, Inc. markets calculators, keyboards, mobile presentation devices, disc title and label printers, watches, cash registers and other consumer electronic products. Casio has strived to fulfill its corporate creed of "creativity and contribution" through the introduction of innovative and imaginative products. For more information, visit 

SOURCE Casio America, Inc.