Celebrating your 30th birthday is not something most do with a pinch of salt, and G Shock are no different from your average 29 year old. Or maybe they are, given that a member of Wu Tang Clan performed at their party and brought along friends too.
The morning of the event saw G Shock creator, Kikuo Ibe share brunch with members of the press while the latter had the rest of the day to ooh and aah over the new limited edition products, plus a preview of the UK’s first G-Shock Lab Demonstration. Known for working with tough materials-he had a dream of creating ‘a watch that never breaks’-Mr. Ibe’s timepieces all include 7 crucial principles: electric shock resistance, gravity resistance, low temperature resistance, vibration resistance, water resistance, shock resistance and toughness. Add to this Casio’s high class innovation and technology and it’s no wonder G-Shock watches continue to provide joy for wrists the land over.
2013 marks 30 years of G-Shock and with the label’s ethos in mind came about the Casio G-Shock Anniversary Awards, a platform for G-Shock to select-with the help of industry experts-those individuals across fashion, art, music and sport who are making ‘culturally defining strides’. The evening started with a meal for nominees-which included regular Clash contributors Cameron Alexander (that’s him in the video donning stars and stripes) and Sam Bayliss Ibram, nominated for the Spirit of Toughness award.
Post-meal partying took place in the basement of the London Film Museum with winners including Deptford Goth and Sarah Piantadosi sipping Zeo cocktails to the sounds provided by DJs Queens of Noize and Hanna Hanra. Until a circle was formed and Ghostface Killah made his entrance accompanied by Killah Priest, later revealing Jeru the Damaja and Brand Nubian’s Sadat, all providing the crowd with no doubt a night to remember.