Casio G-­SHOCK celebrates its 30th Anniversary

FOR IMMEDIATE RELEASE 3.10.13
Casio G-­SHOCK celebrates its 30th Anniversary in NZ with Just Blaze, David Dallas, and the release of limited edition models

In recognition of its 30-­year milestone, G-­SHOCK hosted its ‘Shock the World’ event in Auckland last night, revealing some of the iconic brand’s most exclusive 30th anniversary product including its EMINEM X G-­ SHOCK collaboration. G-­Shock fans were treated to a guest performance from one of the world’s most
recognised producer/DJ’s, Just Blaze, as well as local hip hop hero, David Dallas, who also revealed his G-­ Shock collaboration watch at the event, and P-­Money.

G-­SHOCK was born in 1983 from a simple idea by Casio’s head designer, Kikuo IBE: “a watch that doesn’t break even when dropped”. Pursuing this under the code name Project Team Tough, their breakthrough came after Kikuo observed a little girl playing with a ball in a park. Realizing that no impacts reached the interior of a bouncing rubber ball, the team designed an innovative hollow-­case structure where the watch module is suspended inside. Two hundred experimental prototypes later, G-­Shock’s omni-­directional Shock Resistant structure was achieved and the DW5000C was born.

In 2013, G-­SHOCK celebrates 30 years of technical timepiece advancement with the release of a series of anniversary sets, including the brand new G-­Shock Rangeman, G-­Shock MTG, plus collaborations with EMINEM, David Dallas, Undefeated, New Era, and more.

G-­SHOCK MTG
G-­Shock is excited to announce the release of its most sophisticated and prestigious timepiece collection to date: the MT-­G: Metal Twisted watch for the active gentleman that seeks G-­SHOCK performance and technology, but enjoys the prestige of a luxury accessory.

Inspired by the adventurous man that grew up wearing G-­SHOCK and now has refined his style to a more professional look, the Metal Twisted G-­SHOCK collection consists of three premium chronograph models. The MT-­G collection uses the highest standards of engineering and rigorous testing at Casio’s design center in Japan to ensure that every piece remains true to the original G-­SHOCK concept. A combination of the finest materials and opulent styling delivers a luxury timepiece that is innovative and durable.

G-­SHOCK Rangeman
The latest addition to the Master of G collection, the GW9400 Rangeman is a military instrument and a trustworthy companion that both the professional soldier and adventurers of all stripes can rely upon in the field.

Taking its inspiration from heroes on the front lines and built for use under the most punishing conditions, Rangeman is a true performance watch employing Shock Resistant Triple Sensor technology that allows one to master the elements. Shock Resistant, Mud Resistant and equipped with a digital compass and
sunrise/sunset data, Rangeman lets you master the Earth.

G-­SHOCK X Bluetooth
Casio is excited to announce the release of the GB-­6900B/X6900B shock-­resistant watches, which feature improved communication using Bluetooth® v4.0 with low energy wireless technology. The watches are powered by a second-­generation engine, which enables two-­way connectivity between a paired smartphone and the watch. Users can now control a smartphone music player from the watch, or adjust watch settings from a smartphone.

The new watches released in December are a progression from the earlier release, and come with a second-­ generation engine, that ensures a stable connection, plus enables a remote two-­way operability with a smartphone. In addition to the previous notification features, these watches offer the ability to operate smartphone applications such as the phone’s music player, using the watch, and a paired smartphone can be used to set features on the watch, such as the timer and alarm.
G-­SHOCK X EMINEM
In 2013, G-­SHOCK marks its 30th anniversary by collaborating with one of the greatest hip-­hop legends of all-­ time, Eminem. The GDX6900MNM-­1D timepiece, available this December, takes the newly-­revamped XL-­
6900 watch face and personalizes it with Eminem iconology for a watch that is not only ruggedly functional, but also stylishly streetwise.

Available in matte black with black dial and black reverse LCD, the GDX6900MNM-­1D harkens to Eminem’s darker past in the crumbling city of Detroit, the skyline of which is printed in bold red on the upper watch band. The watch face and band loop sport the reverse “E” from his stylized moniker EMINƎM, while the watch case back and lower watch band are personalized with an autograph of his alter ego, reading “Shady”. This attention-­grabbing watch also has the rugged functionality that sets the G-­SHOCK brand apart, with Shock Resistance, 200M Water Resistance, Auto LED Super Illuminator, 5 Daily alarms with Flash Alert, 48-­ City World Time, and Multi-­Home settings.

G-­SHOCK X David Dallas
A G-­SHOCK ambassador since 2009, the collaboration was perfect timing for both David Dallas and G-­Shock. Based on the 5600 model that David wears everyday, it’s black in it’s design with a nod to his new album artwork featuring subtle gold detailing and the 'D dot' logo. Involving himself in every step of the design process, David ensured that any style queues were distinct and personal. Influenced by everything he wants in a watch, the 5600 model has been a faithful companion for the last 4 years, so for him, it was about accentuating what was already great about it.

With its rich history -­ most people can draw on a memory of G-­Shock whilst growing up. For Dave it was of his brother returning home from working on an oil rig wearing the 6900 model – a highly sort after watch of the moment. He wanted one for himself, badly. His brother owned his because it was practical and could withstand the wear and tear on the rigs. Dave simply wanted it because it looked awesome. So after a long history with the brand, when the opportunity to collaborate was in front of him, there was no way he could say no.

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