“SHOCK THE WORLD 2012”

G-SHOCK Event Held in New York

On August 9, the G-SHOCK event “SHOCK THE WORLD 2012” was held at the Manhattan Center in New York City.

This was the first in a series of celebratory events planned at locations around the world leading up to next-year's 30th anniversary of the G-SHOCK. As the largest ever event of its kind, it attracted a huge crowd of media and distributors not just from the US, but from all over the world.

This year's theme is “Evolution of G-SHOCK”.
In the 30 years since it was first released in 1983, the evolution of the G-SHOCK has continued without pause. The G-SHOCK has never stopped striving to be “tough”.

As well as highlighting this evolution, the event also introduced models featuring new groundbreaking innovations, such as the Bluetooth v. 4.0-compatible G-SHOCK.

The event was broken into 3 parts. The first part highlighted the structures, functions, materials and design of the G-SHOCK, using movie and models showcase to depict the evolution of “tough”, as well as displaying around 400 of the models sold in the past.

The second part of the event consisted of a press conference attended by some 800 representatives of the media and distributors. After the release of the commemorative 30th anniversary models, Eric Haze, who designed the 30th anniversary logo, celebrated the occasion along with an array of action sport athletes supported by G-SHOCK, including pro-snowboarder Kazuhiro Kokubo.

Part 3 was the party, at which American hip-hop singer and music scene legend Eminem, himself a huge fan of the G-SHOCK, gave a Secret Live performance, turning up the heat on the 2,000 or so ecstatic guests packed into the venue.

Beginning with the New York event, “SHOCK THE WORLD” events celebrating the 30th anniversary will be held in countries around the world, including Dubai, England and Brazil.