Watchmaker Casio debuted its G-Shock “Concre” line, a collection of G-Shock (gshock.com) watches made in collaboration with four innovative artists and brands, with a weeklong exhibition and Sunday night party during New York Fashion Week.

The new collection, which is targeted to specialty US boutiques and retailers, is the first of its kind for the brand outside of Japan, where similar collaborations have proven to be extremely popular.

The four models of the initial collection were displayed along with unseen inline models at East Village retailer Dave’s Quality Meat from September 5 to 12. Along with the watches, the exhibition included original artwork by the four collaborators: Eric Elms, who is known for his NYC-centric illustrations; Madsaki, a Tokyo-based artist who is part of the Barnstormers artist collective; Rostarr, who has gained international fame for his work in various media; and Dave’s Quality Meat, the hip NYC sneaker and streetwear store run by Chris Keefe and Dave Ortiz.

Ken Ikeda, who heads up the G-Shock in the US, explained that the new initiative is part of an effort toward “rebranding G-Shock again in the US.” He added the brand, which will celebrate its 25th anniversary next year, has recently launched a publicity campaign that stresses the watches’ durability with slogans such as “The Rough and Tough of NYC,” “Electric Shock,” and “The Tough Watch For All Times.” “Rough and tough is very much the concept for G-Shock,” he said.

At the crowded party on Sunday, hosted by hipster magazine Frank 151, the brand celebrated into the wee hours and rocked out to tunes spun by DJs Soul and Egg Foo Young.