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
December 07, 2017

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.

Outside the garden.
President of Casio Kazuo Kashio
Kashio's personal timepiece.
Designer Robert Gellar
Designer Stéphane Ashpool
“G-SHOCK on my wrist, everything foreign.” - A$AP FERG