Clubbers pin back their ears for a Monster occasion
The Shake Shake club in Lan Kwai Fong was filled to capacity on Thursday.
The music was loud and the usual crowd of models, scenesters and finance types had to shout to be heard over the thumping bass.
It was just your typical night on the town, except that it was three o'clock in the afternoon and the usually dark club was brightly lit so that the crowds could get a good look at the reason they were all there - the new 2012 headphone lines from Monster.
There was a jarring street dance performance and a 'fashion show' in which young models walked around with multiple sets of headphones around their neck.
But the real stars of the show were the headphones themselves, including new models and old favourites like the mega-seller Beats line by Dr Dre.
Some of the cooler looking new brands included Diamond Tears by Edge, oversized headphones that look like gigantic teardrop-shaped diamonds with the head-scratching tagline: 'Music is emotion when you hear it with Diamond Tears.'
Speaking of great taglines, if advertising copy alone sold headphones then sales of the Harajuku Space Age G ear buds by Monster should go through the roof.
Who doesn't want to 'listen to the supersonic sounds of cuteness'?