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G-SHOCK celebrates 35 years of successful business

After selling over 100 million watches worldwide, G-Shock "shocks" the world again with a new collection of watches at the 35th anniversary celebration.

G-Shock is a line of watches created by Casio, designed to resist mechanical shock and vibration with a water resistance of up to 200 meters. They are best known for the high sustainability they provide as a watch for athletes, militants, construction workers and many others. During the 35th anniversary celebration, G-Shock hosted a press conference including G-Shock creator Kikuo Ibe, Olympian Snowboarder, Louie Vito, founder of Kith clothing brand, Ronnie Fieg, authors and collectors, Matthew Hranek and Adam Craniotes.

The press conference reviewed a timeline of Casio and G-Shock designs starting from the original 1984 watch leading to the revealing of the 2018 Sapphire Crystal G-SHOCK. The body and bands of the new watch are made completely of sapphire and projected to cost around $100,000. "It is developed in pursuit of ultimate toughness that rejects even a single scratch," said Ibe.

Now, in case the attendees had any doubts of Ibe's previous statement, the visual statement that followed definitely proved the watch durable. 1994 Stanley Cup, Rangers captain, Mark Messier joined the panelists on stage along with a hockey stick and goalie net. Surprisingly, Messier replaced the hockey puck with the crystal watch. After several slap shots, the watch still remained intact.

Ibe also revealed the Gold Tornado G-SHOCK and gave customers something to look forward to by introducing future collaborations with STASH and Pigalle. The night's celebration proceeded with an hour long performance by New York's very own, A$AP Mob.


"When I'm snowboarding, I always have a watch on me. I don't have to worry about it getting too cold and breaking, getting frozen and stuck or about not being able to see the time in the sun or in a blizzard. It always works no matter what."

-Olympian Snowboarder, Louie Vito

"What a watch is suppose to represent is being timeless, classic and just living forever and that's what G-Shock does. You can collect them, but you really only one need one because they last forever."

-Founder of Kith, Ronnie Fieg

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