CENTRAL CEE IN G-SHOCK CAMPAIGN

For the second year running, Central Cee teams up with G-SHOCK — a partnership built on shared ideals like originality, and forward-thinking. His connection to the brand runs deep, going back to his early admiration for the iconic DW-6900 model. Now, in G-SHOCK’s latest campaign, he steps into a vault stacked with over 300 timepieces, some from his personal stash, others handpicked from three dedicated collectors.

G-SHOCK’s legacy began in 1983, when CASIO engineer Kikuo Ibe set out to create the unbreakable watch. Designed to withstand extreme forces, impacts, and water pressure, the first G-SHOCK set a new standard in watchmaking. Four decades and over 130 million watches later, the brand has evolved into a global icon of toughness and self-expression. It’s exactly this “Built Different” mindset that makes Central Cee an ideal face for the brand. From the artists to athletes, and across cultures, G-SHOCK is a badge of identity for those who live on their own terms. 

Watch the new campaign video right here, as Central Cee explores a vault of 300+ G-SHOCK watches!