G-SHOCK is expanding its network of personalities who embody the brand’s spirit: Berlin-based rapper Lucio101 is the new G-SHOCK brand ambassador.
As one of the defining artists of the new generation of Berlin rap, Lucio101 stands for a distinctive sound, a strong visual identity, and an authentic connection to urban culture. Through his music, style, and personality, he embodies the values G-SHOCK has stood for for over four decades: resilience, individuality, and the courage to forge one’s own path.
“Back then, G-SHOCK was the first watch I wanted to buy for myself. Whether it was rappers or the guys on the street—everyone had one.
It was one of those things you’d see and think: ‘One day, I’m going to get a tough watch like that, too.’
That’s why, for me, this partnership is about bringing people to where I come from—to my hood, to my people—because that’s exactly where G-SHOCK belongs.”
For G-SHOCK, too, the collaboration with Lucio101 is a logical step. Following international partnerships with artists like Central Cee and J Balvin, the brand is now teaming up in the German market with a personality who authentically embodies G-SHOCK’s values.
As part of the partnership, Lucio101 presents the GA-2100LXB-1AER from the new Luxe Black series as his personal favorite. The model combines a striking, all-black monochromatic look with G-SHOCK’s signature ruggedness—modern, understated, and confident.
The partnership with Lucio101 underscores G-SHOCK’s commitment to combining cultural relevance with authentic personalities. Together, the brand and the artist are driving new trends at the intersection of music, style, and street culture.
