G-SHOCK, the iconic watch brand known for its durability and cutting-edge technology recently marked its 40th anniversary with a dazzling event combining a press conference and concert featuring Colombian music superstar J Balvin. Held on November 9 in New York City, the event was a testament to the brand’s commitment to innovation, fashion, and global culture.

Louie Vito moderated the event, and speakers included the visionary “Father of G-SHOCK” Kikuo Ibe, and G-SHOCK’s leadership team, including Chairman and CEO of Casio America Inc. Tomoo Kato and Senior General Manager, Shigenori Itoh. Noteworthy guests, including Author Ariel Adams and Oneness Boutique Founder Joe Staley, added to the event’s prestige.

A highlight of the conference was the unveiling of Dream Project #2, a luxury, AI-designed timepiece set to be auctioned at PHILLIPS on Dec. 9 and 10. This new model incorporates the latest advancements in watchmaking technology, affirming G-SHOCK’s commitment to staying at the forefront of innovation.

Following the press conference, attendees were treated to a captivating concert by global music sensation J Balvin. Enthusiasts, fans, and friends of the brand, including Ja Rule, Jojo Simmons, Alexandra Richards, and more enjoyed an electrifying performance of Balvin’s greatest hits.

G-SHOCK’s commitment to toughness and innovation over the last four decades has solidified its place in the world of fashion and technology. The brand continues to evolve, supporting Creator Mr. Ibe’s mantra: “never, never give up.”