G-SHOCK is entering the next round with rap star Central Cee – the successful partnership continues. Kicking things off is a new campaign that focuses on the ongoing hype surrounding the G-SHOCK Icons collection, which includes Central Cee’s personal favorite watch (the DW-6900), as well as the DW-5600 and GA-2100.
In his second year as a G-SHOCK ambassador, Central Cee once again demonstrates the strong connection he has with the brand. Values such as resilience, authenticity, and progress are part of a shared culture. The DW-6900, in particular, has accompanied him since his early years – a model that holds personal value for him and is also a symbol of G-SHOCK heritage.
As part of the new campaign, G-SHOCK has released a video showing Central Cee in a safe containing over 300 G-SHOCK watches. The exhibition includes watches from Central Cee’s personal collection as well as selected pieces from three other collectors.
„I’ve loved G-SHOCK from day one. The 6900 is my favorite. I wear it almost every day,“ says Central Cee.
Born out of Casio’s relentless pursuit of creating the world’s toughest watch, G-SHOCK’s „Built Different“ mission is a mantra that Central Cee deeply embodies. Every G-SHOCK tells a story and leaves a legacy—a sentiment powerfully expressed in this new video series.
This continued partnership and the video series powerfully underscore why the G-SHOCK Icons are truly „Built Different.“
These watches have not only stood the test of time but are also deeply rooted in hip-hop culture. Historically heat-resistant, water-resistant, and shock-resistant, and designed for everyday wear, these G-SHOCKs ensure that the Central Cee and G-SHOCK mantras truly live on.
