G-SHOCK's 'Shock the World' Celebrated 40 years in Style

Thanks to timeless design, durability, and collaborations with the likes of Supreme, BAPE, and Jordan Brand, G-SHOCK watches have always been iconic in the sneaker space. 2023 marks the brand’s 40th anniversary, and while it’s hard to sum up 40 years of G-SHOCK in one event, the ‘SHOCK THE WORLD’ made it happen when they took over the Manhattan Center in NYC. Celebrations of the brand’s past, present, and future were on full display, with a showcase of their extensive archive, the unveiling of what’s to come in the future, and an epic performance from J Balvin to close out the night. Here’s what went down.

G-SHOCK Lights Up 34th Street

The bright lights of the Manhattan Center lit up the G-SHOCK displays, and the line to get in extended all the way down the block. Once in, guests were led up to the seventh floor where an oversized G-SHOCK DW-5000 greeted the crowd, along with an array of 40th-anniversary displays and artwork. The American icons even got the G-SHOCK treatment, including a dripped-out Statue of Liberty and a Mount Rushmore with watch faces instead of presidents. There was even an interactive demonstration that really put the durability of a G-SHOCK to the test by pitting it up against a hammer (spoiler: the G-SHOCK came off unscathed).

40 Years of G-SHOCK in One Room

Hundreds of watches were front and centre at ‘SHOCK THE WORLD’, covering everything from the brand’s beginnings with the 1981 OG to their current 40th anniversary collection that boasts collaborations with the likes of Undefeated, Oneness, Packer, Feature, Livestock, and more. Archival colabs were also featured across an entire wall that lit up the space, including Sneaker Freaker’s very own!

The Future of G-SHOCK

‘SHOCK THE WORLD’ also delved deep into the future of the brand with a press conference hosted by none other than pro snowboarder and Olympian Louie Vito. During this presentation, G-SHOCK revealed what’s in store for the future of the iconic brand, which included Casio engineer and 'Father of G-SHOCK' Kikuo Ibe unveiling Dream Project #2, a luxurious and AI-designed G-SHOCK set for auction in December. Retailers and collaborators were also represented, with Oneness’ Joe Staley sharing some words about the trust G-SHOCK had in him, both as a retailer and collaborator, and Undefeated and Packer were in the house showing love – a testament to how vital and important G-SHOCK have been to these boutiques and stores.

J Balvin Closes the Night Out in Style

As a fan of the brand since childhood and a style icon, it’s fitting that Grammy-nominated artist J Balvin rounded out the night to celebrate the anniversary. Hitting the stage and kicking it off with his monster hit ‘Mi Gente’, fans and attendees sang along as the Príncipe del Reguetón brought the house down to bring the night to an end.

‘SHOCK THE WORLD’ was the perfect milestone marker for a brand that shows no signs of slowing down. Since G-SHOCK came into the watch scene as rebels and innovators in 1981, they have continued to push boundaries. Cheers to 40 years of G-SHOCK and to another 40!