SINGAPORE, 9th September 2008 –
The celebration in Singapore stayed true to the “Shock the World” theme of the other 25th Anniversary events held in Japan, New York and Taiwan. It encapsulated the essence of what G-SHOCK represents now – the “toughness”, “individuality”, “dynamism”, “youth culture” and “global brand” among others.

In the presence of guests and staff from Japan, Malaysia, Indonesia and Singapore, the event opened with a video presentation of G-SHOCK going through the rigours of harsh testing environments, showcasing the values and features of G-SHOCK and its “proof of toughness”.

Mr. Yuji Sasajima, Executive Director, Casio Singapore, said: “This is an opportunity for us to share more about intricate details about G-SHOCK to guests and showcase new products as well. For example, not everyone knows that the “G” in G-SHOCK represents gravity or gravitation.”

Mr. Siau Hock Cheng, Executive Director, Marco Marketing Pte Ltd and Marco Corporation (M) Sdn Bhd, Casio's distributor both in Singapore and Malaysia, shared: “Marco has been a partner with Casio since 1972. We have worked closely with Casio for 36 years because of Casio’s good products, good price-value proposition and contemporary designs. The G-SHOCK appeals to the young and I will attribute the current trend for bulky watches, even among ladies, to Casio.”

Mr. Lisianto Budinata, Marketing Director, PT. Kasindo Graha Kencana, Casio’s distributor in Indonesia, added: “We have a 25-year strong working relationship with Casio. Now is the time to ‘shock’ the world together with Casio and G-SHOCK!”

A highlight of the event was the animated presentation by Mr. Kikuo Ibe, Chief Engineer, Module Development Department R&D Center, Casio Japan. The heartfelt session had Mr. Ibe using “manga” style graphics to share with guests what went behind the scenes in making an iconic watch. He explained how watches in the past were treated with extra care as they were fragile, thus giving birth to the vision of a tough watch that never breaks.

In conjunction with the G-SHOCK 25th Anniversary, Casio collaborated with design iconoclasts SBTG, SUBCREW and REMIX (in Singapore, Hong Kong and Taiwan respectively) to produce timepieces that expressed today’s culture of individuality. All three timepieces were on display at the launch.

Mark Ong of SBTG shared his design inspiration and motivation with the crowd: “I was collecting sneakers and started to modify them, like how I am always modifying designs since young. And things took off for me when I participated in the first online sneaker painting competition and subsequently won.”

The anniversary celebration ended with a video showcase featuring Casio Edifice’s Brand Ambassador, F1 driver David Coulthard, and Baby-G’s Brand Ambassador, Japanese rock singer Tsuchiya Anna. Electrico, Singapore’s most stylish and prevalent band, closed the evening with an up-tempo performance of songs from their latest album “We Satellites”. The keyboardist was using the Casio Privia digital piano PX-320.

History & Technology
The first G-SHOCK model launched in 1983 (on display) has evolved to the current range of MT-G, GIEZ, Origin and Master of G. Each G-SHOCK design goes through six shock-resistance tests including gravity shock, vibration resistant, electricity resistant, water pressure resistant, hammer shock resistant, and low temperature resistant.

G-SHOCK was born from a developer’s dream of a watch that never breaks with 10-meter free-fall endurance, 10-bar water resistance and a 10-year battery life.

G-SHOCK 25th Anniversary Collaborations & New Products
G-SHOCK constantly collaborated with artists around the world to create unique and limited edition timepieces to mark special occasions. For the 25th Anniversary, famed visual artist Eric Haze and Grammy nominated director Spike Lee created stunning pieces for the celebration in New York. The two designs were on showcase alongside those from Asia’s design iconoclasts SBTG, SUBCREW and REMIX.

SBTG has been providing the world with individually hand-customised sneakers since 2003. SUBCREW brings together “Submarine” and “Crew” in their distinctive style and their unique fashion items became some of the most significant icons in Hong Kong. REMIX intermixes various cultures and styles without rules and restrictions to produce brand new fashion items.

Other new products on show included GIEZ as Premium G; Mudman, Riseman, Gulfman for ultimate toughness; Youth Culture for street fashions; Lover's Collection 2008; G-7800 as New basic G-SHOCK for new era; EDIFICE with philosophy of "Speed & Intelligence".

The 25th Anniversary Celebration and press conference in Singapore was held at Bar None, Marriot Hotel on Tuesday, 9 September 2008.