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G-SHOCK brought out Virgil Abloh and A$AP Mob for their 35th anniversary function

The timepiece brand took over Madison Square Garden to celebrate more than three decades of making the toughest watches on earth.

Photographer Ryan Muir

G-SHOCK has rocked the wrists of rappers ranging from Eminem to Pharrell from the jump, and it's never been much of a mystery as to why. Born in Japan from the dream of G-SHOCK founder Kikuo Ibe to create a watch that could never break, G-SHOCK's commitment to Absolute Toughness isn't just branding. It's the core of what they're about. Rappers have recognized that realness for decades. So when it came time to commemorate their achievement, the timepiece brand invited the culture to join in. To celebrate the 35th anniversary of GSHOCK'S founding, the timepiece brand took over Madison Square Garden for an night of performances from A$AP Mob and Virgil Abloh, custom art from Eric Haze, conversations with folks like KITH founder Ronnie Fieg, and way more. Check the photos below to see the action.

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G-SHOCK brought out Virgil Abloh and A$AP Mob for their 35th anniversary function Inside Madison Square Garden.
G-SHOCK brought out Virgil Abloh and A$AP Mob for their 35th anniversary function
G-SHOCK brought out Virgil Abloh and A$AP Mob for their 35th anniversary function Outside the garden.
G-SHOCK brought out Virgil Abloh and A$AP Mob for their 35th anniversary function Full house.
G-SHOCK brought out Virgil Abloh and A$AP Mob for their 35th anniversary function President of Casio Kazuo Kashio
G-SHOCK brought out Virgil Abloh and A$AP Mob for their 35th anniversary function Kashio's personal timepiece.
G-SHOCK brought out Virgil Abloh and A$AP Mob for their 35th anniversary function The panel.
G-SHOCK brought out Virgil Abloh and A$AP Mob for their 35th anniversary function Designer Robert Gellar
G-SHOCK brought out Virgil Abloh and A$AP Mob for their 35th anniversary function Designer Stéphane Ashpool
“G-SHOCK on my wrist, everything foreign.” - A$AP FERG
G-SHOCK brought out Virgil Abloh and A$AP Mob for their 35th anniversary function A$AP Mob performs.
G-SHOCK brought out Virgil Abloh and A$AP Mob for their 35th anniversary function A$AP Ferg
G-SHOCK brought out Virgil Abloh and A$AP Mob for their 35th anniversary function Celebrating more than 100,000,000 G-SHOCKS sold.
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G-SHOCK brought out Virgil Abloh and A$AP Mob for their 35th anniversary function