30 years of timepiece innovation was celebrated at the Coliseum at Resorts World Sentosa on the 19th of July 2013 with Casio’s “Shock the world” party. Leading up to that, Casio hosted a 30th Anniversary G-Shock watch design contest as well as extreme dance challenges. In an exclusive collaboration between G-SHOCK and two of Singapore’s most talented designers, the event featured the unveiling of limited edition stylized G-SHOCK watches designed by local design icon, Keith Png, who has dressed international movie stars like Zhang Ziyi and the design collective duo, Andrew Loh and Kenny Lim of Depression, who are known across Asia for their signature bold, monochromatic designs.
As Daniel Lee, Marketing and PR Manager, Casio Singapore, put so aptly, “This year is of particular significance, as 30-years can be separated into three 10s, which is very fitting as Ibe-san’s goal was to create a watch that could withstand 10-meters impact resistance, 10-bar water resistance and 10-years battery life”.
Kikuo Ibe, Research and Development Chief Engineer of Casio Japan, also known as the father of G-Shock, first “wanted to challenge conventional wisdom that a wrist watch always had to be handled with care.” As a result, since its inception, every “G-SHOCK watch is the perfect embodiment of the latest in shock resistance technology with cutting-edge design”, and has played a key role in shaping the world’s various sports, arts, fashion and street cultures, making the brand a vital part of youth culture.
The highlight of the night was the Absolute Toughness Dance Xtreme finals, and the grand winner, from each dance genre was not only rewarded with a return trip and accommodation to Japan but also a chance to battle it out with the rest of the world.