| To convey the breadth and scope of G-Shock, we showcased over 150 G-Shock watches. The brand experience incorporated the origin, the distinct history, the advanced technology, the tough design, as well as the future of G-Shock. |  |
| TECHNOLOGY & DESIGN |
| The design team sought a watch with 10-meter free-fall endurance, at least 100-meter water resistance and 10-year battery life. The case design offers protection against free-fall shocks, thus protecting them when falling from any angle. A powerful solar battery keeps G-Shock running non-stop with no battery change and radio controlled atomic timekeeping ensures the correct time all the time, while self adjusting to time zone differences. The MTG-1000 shown here is an innovative shock-resistant structure fusing metal with resin. |
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| Fusion of Technology & Design |
| HISTORY |
| G-Shock was born from a developer’s dream of creating a watch that never breaks. At a time when it was commonly believed that watches were breakable items, G-Shock’s development represented a challenge to common sense. The launch of the first G-Shock, DW5000C happened in 1983 and was followed by DW9300, which was the first time tough solar technology was incorporated into the line. Since its launch, G-Shock has continued to evolve for 25 long years, carrying on the toughness of spirit and uncompromising passion. |
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| Major historical models were showcased |
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| First G-Shock DW-5000 in 1983 |
| TOUGHNESS |
| G-Shock is the ultimate tough watch. A shock resistant structure that overturned conventional thinking about watches was realized through innovative principals, incorporating a hollow-structured case, all-directional protective covering and the use of cushioning material to protect the critical parts. G-Shock is put through the rigor of “tough tests,” which include a free-fall drop test, high intensity vibrations, hammer-action, water-resistance, low temperature and electrostatic testing. This stand-alone G-Shock structure provides “toughness” and a revolution in watch design. |
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| Introduction of toughness experiment using video |
| FASHION |
| In addition to G-Shock’s tough design and unique technology, other characteristics including the imaginative use of color has made G-Shock a fashion accessory icon of its time. G-Shock has taken standard models and added splashes of bright yellows, blues and pinks for a more bold fashion statement. Shown here, the DW-6900CS and DW-5600CS are perfect examples of how G-Shock takes fashion accessories to a new level. Popular clothing companies such as LRG and In4mation have collaborated to make special edition G-Shocks to incorporate into their popular clothing line. G-Shock’s fashion-forward appeal has many using its colorful designs to compliment various styles. |
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| Colorful G-Shocks fit with edgy fashion |
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| Collaboration of fashion & G-Shock |
| ENVIRONMENTAL SUPPORT |
| Casio not only pays attention to detail and function with our watches but we also focus on environmental preservation activities as well. G-Shock has supported I.C.E.R.C (International Cetacean Education and Research Center) since 1993. A limited edition Dolphin and Whale Conference Model G-Shock (GW9101K-7) will be available with proceeds being donated to the organization. I.C.E.R.C. aims at fostering understanding of dolphins and whales and understanding nature through contact. Future G-Shock models will also aid in this initiative as well. |
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| Dolphin & Whale Eco-Research Network Model |
| CULTURE |
| The culture of G-Shock is like no other. With individuals like famed visual artist Eric Haze and Grammy nominated director Spike Lee supporting the development and revolution of today’s G-Shock brand has resulted in a unique evolution of the brand. Other visionaries such as Shiro Nakano have contributed to the G-Shock culture with handcrafted Nakano figure dolls, bringing the G-Shock brand to life. |
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| G-Shock Figure by Mr. Shiro Nakano |
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| Spike Lee model and Eric Haze model |
| EXTREME SPORTS |
| The tough design and sporty characteristics of G-Shock has attracted many athletes within the extreme sports community with particular attention to snowboarders, skateboarders and surfers. Appealing to both fashion and function, G-Shock has released the GLX series. As shown here, the GLX-5600 models feature 200 meter water resistance, tide graph, moon age and phase indicator, complete in a trendy color with a glossy finish. Current sponsored G-Shock athletes include standout surfer Gabe Kling and pro snowboarder Matt Hammer. Extreme sport athletes compete not only against other athletes, but also against environmental obstacles and challenges, making G-Shock the watch of choice for the ideal extreme sports enthusiast. |
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| Extreme Sports Series G-LIDE |
| PRESS CONFERENCE | |
| Before Kanye West’s live performance, a press conference was held. The presentation examined the origin and history of the G-Shock watch, and announced new editions to the product line. Eric Haze and Spike Lee presented collaborative materials, which will be available August 2008. | |
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| Group photo of speakers From left to light Shigenori Itoh (VP, Timepiece Div, Casio America, Inc.) Eric Haze Spike Lee John Homlish (EVP, Sales & Marketing, Casio America) Kikuo Ibe (Father of G-Shock, Casio Computer., Co. Ltd., Japan) David Johnson (SGM, Timepiece Div. Casio America, Inc.) |
Spike Lee and Eric Haze talked about G-Shock |
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| Twenty-five G-Shock watches were dropped from the ceiling during Mr. Itoh's presentation | Mr. Itoh picked up one of the dropped G-Shock watches and confirmed that it was still working. |
| Additional Event Photos | |
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| Entrance of Gastavino's with red carpet |
Ice sculpture with G-Shocks inside |
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| Outside of the lounge area | |