G-SHOCK, the renowned watch brand, has announced a partnership with British rap phenomenon Central Cee. This collaboration brings together two forces known for their resilience and authenticity in their respective fields.
Hailing from West London, Central Cee has rapidly risen to global fame with his chart-topping hits and unmistakable style. His journey from underground artist to international star mirrors G-SHOCK’s own journey to becoming a household name. The rapper’s long-standing affinity for G-SHOCK watches makes this partnership a natural fit.
“I’ve been wearing G-SHOCKs since I was a kid, so it just made sense,” said Central Cee. “I love the brand. It relates. It’s a perfect fit.”
The collaboration will feature a curated collection of G-SHOCK timepieces, including the all-new GM-2110 series, which launches on September 26. The collection features an octagonal metal bezel, sleek stainless steel band and multiple colored dial options, seamlessly blending style and function.
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Jen Kelly, Head of Marketing at G-SHOCK, expressed her enthusiasm for the partnership: “We are thrilled to welcome Central Cee to the G-SHOCK family. This partnership celebrates the stories and watches that live up to our ‘Built Different’ ethos.“
Central Cee’s impressive list of accomplishments includes topping charts, releasing viral hits and collaborating with industry giants like Drake and Lil Baby. With over 7 billion streams worldwide and multiple awards under his belt, he has established himself as a formidable force in the music industry.
G-SHOCK’s campaign to celebrate this collaboration will extend the “Built Different” series, highlighting the unique stories of the people and products that make G-SHOCK stand out. The campaign will feature digital platforms and physical out-of-home elements, including a video showcasing Central Cee’s journey as a G-SHOCK wearer.
The partnership will also spotlight several iconic G-SHOCK models, such as the classic DW-6900U, a personal favorite of Central Cee. Other models featured include the GA-2100, GM/GBM-2100, GMW-B5000, GW-M5610U, GMC-B2100 and DW-5600.
