The timepiece brand took over Madison Square Garden to celebrate more than three decades of making the toughest watches on earth.
Check out whose coming to Austin, Texas this SXSW.
Check out photos from our seriously popping fête, featuring the Aussie drag queen and some killer DJ sets.
The D.C.-by-way-of-Brooklyn DJ killed it at New York's The Late Late.
See photos from the "Buy U A Drank" star's insane set in New York this Wednesday.
See photos from Cloud Nothings at Jack Daniel’s event Thursday in Brooklyn.
He and DJ Khalil of Livin' Proof blew the roof off The Late Late in New York.
Peep the photos from last night's celebratory event.
Peep the recipe for 2 Chainz's Jägermeister cocktail so you can make it yourself.
At an event presented by The FADER and Jägermeister, 2 Chainz performed hits like "Birthday Song." "Watch Out," and "Spend It."
The Queens rapper blew up the New Era office with support from the whole World's Fair crew, some Double Cross Vodka, and Goose Island IPA.