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$AP Mob and Virgil Abloh, custom art from Eric Haze, conversations with folks like KITH founder Ronnie Fieg, and way more. Check the photos below to see the action.
“G-SHOCK on my wrist, everything foreign.” - A$AP FERG