Dover, NJ - CASIO G-Shock will celebrate its historic 25th anniversary at Gustavino's in New York City. To commemorate this milestone; Kanye West will entertain the evening with an exclusive performance, while acclaimed film director Spike Lee will announce current and upcoming G-Shock collaborations, DJ Cassidy will guest DJ, and G-Shock will showcase its newest additions to the product line.

The star-studded evening kicks off with a press conference unveiling the latest G-Shock collaborations with film director Spike Lee and artist Eric Haze. It will also showcase product from current G-Shock brand partners such as Lifted Research Group and In4Mation.

Casio G-Shock was created based on a single directive: to build a watch that never breaks. This concept was developed to shatter the notion that a watch is a fragile piece of jewelry that needs to be handled with care. Casio engineers took on the challenge of creating the world's toughest watch.

The engineers conducted trial after trial under the "Triple 10" development concept aimed at 10 years of usage, 10-bar water resistance, and 10 meters of dropping shock resistance. These rigorous tests produced more than 200 prototypes over the course of two years, and in 1983 finally delivered the world's strongest watch – the DW-5000C. Over the past quarter century, its unique look, practicality and cutting edge technology has made G-Shock wildly popular.

"It is with great pride that we celebrate the 25th Anniversary of G-Shock," said Shigenori Itoh, Vice President of Casio's Timepiece Division. "By always employing groundbreaking technology, embracing consumers' ever-changing palates and continuing to transcend conventional thinking about the watch, the G-Shock brand has remained Casio's flagship timepiece."

Every G-Shock timepiece is water and shock resistant, while advancing the fusion of function and fashion. Cutting edge technologies include: Tough Solar, Atomic Timekeeping, and composite-construction. For the fashion forward, G-Shock offers the impeccably designed MT-G and GIEZ watches while embracing the retro with sets like the colorful Tough Culture and G-Lide series. G-Shock will continue to break boundaries in technology, and out perform the elements in every way that matters.

Courtesy: Casio America Inc., USA

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Posted by Jigar Gondalia on 15 May, 2008 4:33:20 PM IST #