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Casio Hits the Big Apple for Shock the World 2010!
 August 2, 2010

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Coyne PR
(973) 316-1665
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Keita Williams / Sarah Bronilla
exposure Communications LLC
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Melissa Keklak
Casio America, Inc.
(973) 361-5400 ext. 4403
mkeklak@casio.com

FOR IMMEDIATE RELEASE

CASIO HITS THE BIG APPLE FOR SHOCK THE WORLD 2010!

Brand Ambassadors Ke$ha, Bryan Greenberg, STEVIE WILLIAMS and special guest Lamar Odom Unveil Casio’s Latest and Greatest

NEW YORK, NY, August 2, 2010 - Casio America, Inc. will have fans going into “TiK ToK shock” with its highly anticipated event celebrating the company’s timepiece brands.  On Monday, August 2, 2010, Casio will take over New York’s Manhattan Center for Shock the World 2010, an exclusive event to unveil the fashionable watches from Casio brands like G-Shock, Baby-G, Edifice and Pathfinder, along with their new celebrity ambassadors.

Shock the World 2010 will kick off with a press conference announcing and unveiling the new Casio models.  The press conference will feature appearances by several special guests, including Ke$ha, Baby-G Brand Ambassador and future Baby-G watch collaborator, Bryan Greenberg, who will act as the Edifice Brand Ambassador.  Greenberg is best known for his starring role on HBO’s breakout series “How To Make It in America.”  Lamar Odom, star forward for the Los Angeles Lakers, will also be joining the event as well to unveil the newest edition to the G-Shock collection.  Prior to the star-studded press event, the Manhattan Center will be transformed into the ultimate showplace, where guests will be able to check out all of Casio’s hot new timepieces.  And following the press conference, DJ Cassidy will be kicking off the event while Ke$ha will bring Shock the World 2010 to a rockin’ close with an exclusive and private performance for all guests! 

BABY-G
Ke$ha will show off Casio’s Baby-G collection, which features tough watches built with G-Shock Technology in a feminine style.  With a blend of street, sport and glamour, the collection provides styles for an everyday, wearable look.  Available in eye-catching colors, the stylish pieces feature world time, daily alarms, stopwatch and countdown timer, ideal for living life at your own speed.

EDIFICE BLACK LABEL
Actor Bryan Greenberg will kick-off the launch Casio’s new EDIFICE Black Label timepiece collection, which captures the sophistication of style with intellectual tasks, blending a professional routine with the “out of the office” lifestyle. The Black Label balances a series of black, sleek and versatile watches, finding a meeting point at fashion and function. Bryan will serve as the brand’s ambassador for the Shock the World event as well as some future initiatives that will be done with the line.

G-SHOCK
L.A. Lakers power forward and two-time NBA Champion Lamar Odom has been invited to help Casio launch the Ultimate Tough GX56 timepiece. With its superior toughness and accuracy, the GX56 parallels the most recognizable forward in the league.

Available in heritage black (GX56-1A) and hazard orange (GX56-4), The Ultimate Tough has the largest case design (55.5mm x 53.6mm x 17.5mm) in G-Shock history (nearly 2x larger in volume than the classic DW5600). A new triple density, triple layer structure elevates the GX56 to a new level of shock resistance. In addition to unmatched shock resistance, it features advanced Self-Charging, Tough Solar Power technology for unwavering reliability on and off the court. In addition to launching the GX56, G-Shock will unveil a host of new styles, colors, collaborations and revivals of collectible models.

Professional skateboarder and business entrepreneur, Stevie Williams will unveil his new collaboration DGK G-Shock.  Williams is the owner and founder of DGK skateboards and has been a G-Shock brand ambassador for the past two years.

PATHFINDER
Whether on the slopes, on the trail or around camp grounds, Casio’s line of Pathfinder watches has become the ultimate must-have tool for outdoor excursions.  Equipped with triple sensor technology, Casio’s Pathfinder collection is ideal for high-energy, rugged, outdoor adventures. With a resin band, the watch provides a lightweight feel offering durability and comfort on every trip. 

Casio operates under the philosophy “Creating things that don’t yet exist; creating one from zero while contributing to society.” For the past 36 years, Casio has been an industry leader in timepiece innovation. In 1974, Casio released its first watch, and it was the world’s first LCD watch equipped with a full auto calendar with leap year compatibility.

“It is with great pride that we celebrate the evolution of G-Shock, Baby-G, Edifice, and Pathfinder technology,” said Shigenori Itoh, Vice President of Casio’s Timepiece Division. “By introducing groundbreaking technology to the global marketplace, embracing consumers’ ever-changing palates and continuing to transcend conventional thinking about watches, Casio remains at the forefront of timepiece function and fashion.”

Casio’s annual Shock the World event aims to showcase new timepiece styles, discuss company news while also providing thoughts on the state of the industry. Casio will continue to lead the timepiece industry with new technologies, provide consumers with the perfect fusion between fashion and function and remain dedicated to the Casio philosophy of zero to one. 

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Casio America, Inc., Dover, N.J., is the U.S. subsidiary of Casio Computer Co., Ltd., Tokyo, Japan, one of the world’s leading manufacturers of consumer electronics and business equipments solutions, established in 1957. Casio America, Inc. markets, calculators, keyboards, digital cameras, mobile presentation devices, disc title and label printers, watches, cash registers and other consumer electronic products. Casio has strived to realize its corporate creed of “creativity and contribution” through the introduction of innovative and imaginative products. For more information visit our website at www.casiousa.com.