All watch fanatics have more than the holidays to celebrate as the world-renowned Casio watch brand, G-SHOCK, is opening its flagship store in the district of SOHO, on West Broadway. The store opened its doors Nov. 28 with a small cocktail reception.

Paying tribute to its innovative design and reputable heritage, G-SHOCK will display a timeline of the timepieces released over the brand's 30 year history and also offer limited edition collaborative products.

The two level retail space reflects the unique attributes the brand is known for. Symbolizing the brand’s core DNA of “Tough, Durable and Functional,” the first floor will be devoted to retail space while the second floor will be used to showcase the current collaborations.

The focus of the store is to offer customers with an idea of what the brand represents; why toughness is important in a timepiece and how new technologies can improve the overall performance and feature sets of a watch.

The walls are adorned with art by world-renowned graphic artist, Eric Haze and plastered with original rock fixtures. Haze and G-SHOCK go back a long way and have collaborated on numerous projects for the past 15 years. The duo has four highly-coveted watches to their credit and in September, Haze created a new limited edition timepiece to celebrate its 30th anniversary.

The space will also have a street-wear influence with elements that convey the toughness and technology the brand has to offer, creating a perfect environment for fans and consumers to experience what the G-SHOCK brand represents.

Each season, G-SHOCK will showcase their assortment of products available; including store limited styles along with some selections from their Baby-G, ProTrek and Edifice watch lines.