To kick off the night, Casio executives took time out to detail the latest features of G-Shock, based on the founding principals of water and shock resistance.

In case anyone had any doubts, the shock resistance was dramatically illustrated with the release three 10lb blocks of ice with G-Shock watches frozen in them dropped from a height of 10 feet not surprisingly, the G-Shocks suffered no damage.

Also highlighted was G-Shock's advanced Non-Stop, Tough Solar Power and Self-Adjusting Multi-Band 6 Atomic Timekeeping technology.

What followed was a barrage of new watch releases that will keep any enthusiast happy for the month's to come, not to mention anyone involved in a demanding, high-impact lifestyle.

Designed with pilots in mind, G-Aviation (GW2500) combines superior technology and impeccable style with practical functionality. while

the G-Rescue (G7900) supports the active lifestyle with a large case, superior hexagon protection, the largest buttons in G-Shock history to improve button operability and back case shock absorbers to stabilize and protect case from impact.

The core G-Shock line will now also feature a new metallic DW6900CC series in deep blue, forest green and purple - for the man who craves color but doesn't identify with the brighter palette trend.

The women in the crowd, long known to wear the men's G-Shock on their own wrists, were ecstatic to see that G-Shock has created the new G-Shock Mini - a slightly abbreviated size of the original men's watch that maintains all of the technology and toughness but does so in a size that's more proportioned to a woman's body.