G-Shock took over the Big Apple’s Lower East Side for its 30th Anniversary Wednesday night, and truthfully, we’re still in recovery mode.
Before the festivities kicked off the, the watch brand gave everyone the scoop on the newest models that will hit shelves just in time for the holidays. G-Shock boasted a new watch that would put the brand on its suit and tie with the metal twisted MT-G collection. It also introduced the new military inspired Rangeman watch, its revamped 6900 model with the help of Brooklyn Nets Brook Lopez and James Marsden. The Baby-G collection of ladies watches also received a makeover with the BA110. Modeled after a regular G-Shock watch in new finishes of gold, rose gold and silver, it was introduced by none other than runway regular Jessica Stam.
After the press conference, we were shuffled into another area where sipped a cocktail and get up close and personal with the new models, including a collaborative effort from the man of the evening, Eminem. His watch included a matte black finish, his logo on the face, and the skyline of Detroit on the band.
But soon enough another curtain was drawn back, and everyone made a beeline for the stage, and we managed to make barricade. Eminem’s newest addition to his Shady Records label, Yelawolf, got the crowd moving with club bangers like “I Just Wanna Party,” “Daddy’s Lambo,” and “Pop the Trunk.” Fashion forces like Stam as well as Olivier Theyskens and Andrej Pejic secured their spots near the stage as fellow musicians Estelle, Melanie Fiona, Busta Rhymes, Fabolous, and many more vied for a good spot.
The DJ wasn’t the only one that took to the stage for the main event, as a percussionist, bassist, guitarist, keyboardist, and a backup singer set up. Once the lights up Eminem stormed the stage. The crowd recited every line and harmonized with the backup singer to a slew of his hits, including “Toy Soldiers,” “Won’t Back Down,” “Cleaning Out My Closet,” and “Love the Way You Lie.” He touched on some of his more old school hit from his earlier albums, including “Kill You,” “I Just Don’t Give A,” and the ever controversial “Criminal,” causing the crowd to get rowdy. He closed out the evening with the song that nabbed him an Oscar, “Lose Yourself,” which was exactly what the crowd did as he saluted the crowd and said good night.