It Watch: G-Shock Does 30 Early & Other Timely Stuff

CASIO pulled out a lot of stops Thursday night, including mounds of dough, word has it, to lure unofficial brand ambassador Eminem away from his sabbatical to perform at the party celebrating the 30th anniversary of its G-Shock watch line.

Before Em brought it at the Manhattan Center in New York he thanked the amped-up crowd for coming out to see him. “… I wouldna gotten to no place without y’all,’’ he half mumbled before jumping off with “Not Afraid.” The crowd was very appreciative.

Casio G-Shock has a lot to celebrate. In fact, last week’s party was just one of a number leading up to its 30th year in the trade, which is actually next year. That’s right, get the party started early! In the last decade or so as increasing numbers of hip hop artists (and their fans) have been sporting G-Shock watches and extolling them in song – attracted by their durability, simplicity, utility and air of authenticity – sales have taken off in this submarket.

Unlike some companies, Casio G-Shock embraced this market with open arms, creating designs that appeal to its core brashness and bravado. Always, though, while adhering to engineering best practices. Even the bejeweled models are designed to absorb some big shocks. Other hip hop artists Casio G-Shock has collaborated with are REDMAN, P Diddy, N*E*R*D and Kanye West. The brand also deals with all manner of athletes, including skateboarders and surfers. Future collaborations and new additions are in the works.

The wrist of Eminem is adorned with a G-Shock watch in his "Spellbound" video. Photo courtesy of Eminem G-Shock.

Em began wearing the G-Shock in videos (“Spacebound” and “Lighters,” for instance). Model No. DW6900NB-7 showed so often it became known as the Eminem G-Shock.

While Em and energetic opening act Slaughterhouse were performing at the G-Shock 30th Anniversary party, several boldfaces were hanging out in the VIP section munching, drinking from the bottomless premium open bar and engaging in general jollification. Who was there? Ice-T, wife, Coco, Tinsley Mortimer, Steve Baldwin and youthful-looking skateboarder, marketing consultant and author Alex Corporan.

Em closed out his set with an encore of the smash, “Lose Yourself,” from “8 Mile,” the film that guaranteed he would be given a constellation in the hip hop universe.(See video above provided by illHype.com).

Good for Em, good for Casio G-Shock.

Visit http://www.gshock.com/ to learn more about Casio G-Shock.

Big Time: Make Room for TW Steel's Kelly Rowland CEO Tech
Kelly Rowland shows off her pinky at a TW Steel watch launch. Photo courtesy of TW Steel.

IN other celebrity watch news, the Kelly Rowland CEO Tech is in stores now.

The timekeeper that the Destiny's Child member co-designed with TW Steel launched globally at a smashing party in New York at the top of the Standard Hotel (formerly known at The Boom Boom Room). The night was electric. Causing some of the sparks was Kelly Rowland, herself. Another instigator was a fireworks display commanded by TW Steel CEO Jordy Cobelens, a tribute to KR who is the brand’s global ambassador.

The Kelly Rowland CEO Tech with blue band. Photo courtesy of TW Steel.

Available with a pink or blue band – KR’s major contribution to the design aesthetic – and the familiar TW Steel big face, the CEO Tech retails for $1295. Sorry guys, this watch is for ladies only.

Other specs of the CEO Tech: 0S25 Miyota chronograph movement, 10 ATM water resistant and sandblasted case with gold plating. Embellishments include a sapphire crystal and 56 pink or blue zirconia baguettes on bezel.

Extra special is KR’s signature on the case back.

Visit http://www.twsteel.com/ to learn more about the Kelly Rowland CEO Tech and other styles.

Alternance 10 (A10) Caliber Is a Transformer for Perrelet
Perrelet’s 11½” movement Alternance 10 (A10) caliber watch is the first of many of its kind that the company will produce. Photo courtesy of Perrelet.

WITH the introduction of the Alternance 10 (A10) caliber, Perrelet gains more leverage.

The Swiss company, part of Spanish-owned The Festina Group, announced last week that the A10 caliber is the first watch in its 200-plus year history to be equipped with movements that were produced solely in-house. This achievement has numerous implications.

For instance, higher quality watches produced more quickly and efficiently; more innovation and creativity; lower production and transportation costs; fewer cost overruns; greater profits and perhaps even cost-savings for the consumer. Sounds like a good thing.

“Today more than ever, having in house means of developing and producing horological specialties represents a great opportunity,” The Festina Group CEO Fausto Salvi fairly gushes in a press release. “Production autonomy is an extremely important issue and an aspect that enables us to remain in the avant-garde of our field."

The A10 caliber has convenient features such as large dates, power reserve and 24-hour indicator. Photo courtesy of Perrelet.

In reaching this milestone, Perrelet joins an exclusive club whose members include Audemars Piguet.

Not surprisingly, the men’s timepiece has some pretty impressive features, including Perrelet's signature double rotor modules. It is also equipped with automatic 11½” movement (28,800 vph), three hands plus date and three hands with visible balance, as well as chronograph and small seconds. All A10 models rolling out this year will have movements produced in-house. Eventually, this will apply to all non10-caliber models.

The A10 caliber, which will be available at authorized retailers next month, will come with a black dial and a blue dial. It has not yet been priced.

Visit http://www.perrelet.com/ to learn more about the Perrelet Alternance 10 (A10) caliber and other models.