Electronics company Casio is preparing to unleash some new urban styles for their sport-friendly G-Shock line of watches, which will debut in New York this week.
Tomorrow (May 14), director/producer Spike Lee will join surfer Gabe Kling and clothing companies LRG and In4mation to unveil some secret collaborations at the private event.
Kanye West, who has been seen sporting the BAPE G-Shock watch during his current Glow in The Dark Tour, will perform during the event and deliver a special message on behalf of G-Shock.
Japanese-based company Casio was founded in 1946 and was responsible for the first ever electric compact calculator.
They launched the G-Shock line in 1983 to provide sturdy time-pieced for active people.
Over the years, G-Shock has collaborated with several companies for new watch and fashion creations, including Bathing Ape, Levis, Stussy, New Balance and Coca-Cola.
The G-Shock collectable watches are also known for their use in sports, and have delivered various models like the Frogman for divers and the Lungman for swimmers, which can measure your heart rate and count laps.
The Codename Cipher can store vital information and can even generate Morse Code.
At this weeks New York event, DJ Cassidy will provide the music for Club G-Shock in celebration of the 25th Anniversary of the G-Shock brand.
Attendees will be treated to gifts from Monster Cable, Patron and Philosophy.