Casio G-Shock’s annual “Shock the World” event has attracted the likes of Kanye West and Erykah Badu, and this year the popular timepiece manufacturer didn’t disappoint. From pop star Ke$ha to Los Angeles Lakers player Lamar Odom, it was a mash-up of celebrity sightings at the annual affair at Manhattan Center in New York City.
The evening kicked off with a press conference highlighting the latest G-Shock, Baby-G, and Edifice watches. Models such as the Edifice EQW-M1100 with five motors and six-time transmission signals from across the world were showcased, as well as polka dot and checkered Baby-G styles, a collaboration with fashion house Hellz.
Aside from the brain-strain of ticking timepieces, G-Shock introduced Bryan Greenberg as Edifice’s brand ambassador. “I only wear one accessory,” the “How to Make It in America” actor admitted while holding up a watch. “And this is it!” Pro-skateboarder Stevie Williams was also on hand for the festivities, revealing that G-Shock watches “keep me trendy.”
As Lamar Odom took to the podium, the crowd cheered while someone shouted out his hometown of Queens. When describing the rugged GX-56 model, Lamar commented, “At 6’10”, I look for a timepiece to stand out against my body type.” He proceeded to describe the watch with basketball metaphors. “Overall, I feel like I’m an athletic and dependable teammate, especially in the playoffs,” Odom continued, “Likewise, GX provides toughness and reliability.”
Ke$ha graced the stage with her Billboard mainstays after being introduced as the new face of the Baby-G women’s line. As brand ambassador, she’ll be designing two watch styles. “They will be very rad, I assure all of you,” the singer exclaimed.
After the technology lesson came the party. While guests including Gabourey Sidibe and Wendy Williams mingled and sampled shrimp and sushi appetizers, Ke$ha came out to perform songs from her No. 1 album Animal. Armed with leopard-print shorts, a Van Halen tee, and a whole lot of glitter, the lady of the night sang hits like “Tik Tok,” “Blah Blah Blah,” and “Your Love Is My Drug.” “Stephen” and “Take It Off” were also performed, accompanied by an electro band and two flashy male back-up dancers. She closed her set by blasting a glitter gun into the audience. Partygoers left, but not before servers rushed to give them parting desserts like mini carrot cupcakes, a fitting end to a sweet night.