Casio Partners with Bryan Greenberg for the Launch of the Edifice Black Label Collection

Lara with actor Bryan Greenberg at the Casio Edifice Black Label launch party on 11/4/10. Photo credit: Casio/ John Nunez.

After announcing their partnership with actor and musician Bryan Greenberg (star of HBO’s “How To Make It In America”) at a recent press conference, Casio celebrated the official launch of their new men’s watch line, Edifice Black Label.

The collection is comprised of six styles ranging in price from $150 to $500. Sleek and functional, these water resistant, multifunction metal analog watches are equipped with stopwatch capabilities, LSI-controlled hand movements, world time, daily alarms, solar power and multi-layered dials.

Actor Bryan Greenberg showing off his Edifice Black Label watch. Photo credit: Casio/ John Nunez.

Hosted at the Tourneau TimeMachine store in NYC, I caught up with Bryan Greenberg for a chat about his latest endeavor. Our conversation went something like this:

Lara: How did this partnership between you and Casio come about?

Bryan: I was wearing a watch, the Casio calculator one I own.

Lara: [I interrupt] The old school one?

Bryan: Yes, the old school one.

Lara: [I interrupt again] Was it gold?

Bryan: Yes, the gold one! [I’m now smitten –wouldn’t be the first man to win me over with that watch]. I guess Casio saw pictures of me wearing the watch and approached me about being the brand ambassador for Edifice. I asked to see the watch, loved it; it’s something I would wear in my own life, and here we are.

Lara: Which do you prefer acting or singing?

Bryan: I like doing both. I don’t want to choose.

Lara: Fair enough, what’s going on with your hair?

Bryan: What’s going on with my hair?

Lara: There’s way too much gel in it.

Bryan: I just got out of the shower.

Lara: Owww, so it’s wet!

Bryan: Yes, it’s wet.

Lara: [Phew] Perfect! I was hoping to embarrass myself tonight.

[Signs a picture for me]. Wow you have handwriting like me!

Bryan: You mean the worst?

Lara: Yes, exactly, the worst.

He sings (look for him on tour next month), he acts (he just wrapped up filming “Friends With Benefits” with Justin Timberlake), has a great sense of humor and excellent taste in watches –sigh!

Casio Premier Timepiece Exhibit at the Tourneau TimeMachine store in NYC Photo credit: Casio/ John Nunez.

The event also served as a grand opening of the Casio Premier Timepiece Exhibit, which showcases the Ediface, Baby-G and G-Shoch brands at Tourneau.

The exhibit is now open to the public through December in New York at the Tourneau TimeMachine.

For more information on Edifice Black Label collection visit