By  on August 5, 2009

When Shigenori Itoh first came to the U.S. in the fall of 2007, as vice president of Casio’s timepiece division, one particular magazine cover struck his eye. It was the August/September issue of Complex, and smack on the front was a grinning portrait of Kanye West wearing a pale silver jacket and a bright blue tie. The Casio exec, however, homed in on a specific detail: West’s bold pink watch. “He was wearing G-Shock,” Itoh recalled, through a translator. “At that time, I had heard of Kanye West, but did not know he enjoyed our brand.”

Fast-forward to today. Tonight the singer will take over Cipriani on Wall Street for a party hosted by Casio to celebrate upcoming products and collaborations. It’s the second time West has headlined one of the company’s events: Last year, he helped fete G-Shock’s 25th anniversary at Guastavino’s. The fact that the watchmaker should pull in so big a performer again, especially for what amounts to a glorified press conference, speaks to the event itself — there’s a lot of news to announce.

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