On Wednesday, Eminem and G-Shock debuted a new Detroit-themed watch in honor of the iconic rapper at G-Shock's exclusive 30th Anniversary in New York City.
The digital sports watch, which goes by the name GDX6900MNM-1, is expected to hit stores in December for the retail price of $180.
In addition to premiering the new watch at the "Shock The World 2013" event Wednesday evening, Slim Shady, himself, also hit the stage to perform an hour long set at the annual party, reports Rolling Stone.
The event also featured performances by DJ Mick Boogie and Shady Records artist Yelawolf and guest appearances by James Marsden, Jessica Stam and Brooklyn Nets center Brook Lopez.
According to a press release from G-Shock, the new watch will be "available in matte black with black dial and black reverse LCD, the GDX6900MNM-1 harkens to Eminem's darker past in the crumbling city of Detroit, the skyline of which is printed in bold red on the upper watch band."
In addition, "The watch face and band loop sport the reverse "E" from his stylized moniker EMINƎM, while the watch case back and lower watch band are personalized with an autograph of his alter ego, reading "Shady."
This attention-grabbing watch also has the rugged functionality that sets the G-SHOCK brand apart, with Shock Resistance, 200M Water Resistance, Auto LED Super Illuminator, 5 Daily alarms with Flash Alert, 48-City World Time, and Multi-Home settings for worldwide touring."
The press release also states that, "The GDX6900MNM-1 timepiece, available this December, takes the newly-revamped XL-6900 watch face and personalizes it with Eminem iconology for a watch that is not only ruggedly functional, but also stylishly streetwise.
"An avid watch collector himself, Eminem can be seen wearing G-SHOCK throughout many of his music videos and performances, making this collaboration a natural expression of mutual respect and appreciation. Being one of the most recognized and accomplished hip-hop artists of our time, this limited edition collaborative watch with Eminem crowns a long history of hip-hop partnerships for G-SHOCK."