G-Shock has announced Central Cee as its new European brand ambassador.
Since breaking out in 2020, Central Cee has drawn attention through collaborations with Drake, Lil Baby and Dave, and was nominated for four Brit Awards this year.
Central Cee was also the first UK rapper to hit 2 billion streams on Spotify alone.
A devoted G-Shock fan since childhood, the rapper described the collaboration as a natural move.
Cee said: “I’m looking forward to working with G-Shock. I’ve been wearing them since I was a kid, so it just made sense. I love the brand. It relates. It’s a perfect fit.”
Jen Kelly, head of marketing at G-Shock, said: “We are incredibly excited to welcome Central Cee to the G-Shock family. This partnership celebrates the stories and watches that live up to our ‘Built Different’ ethos.
“A true synergy and alignment in the values G-SHOCK and Central Cee stand for have made this possible and we look forward to rolling out the new campaign across the UK and Europe.”
G-Shock is celebrating the collaboration with the launch of a new campaign and an extension of the ‘Built Different’ series.
The campaign will highlight the unique stories of the people and products that make G-Shock distinct.
A collaboration video with Central Cee will also be featured in the campaign, which will outline his trajectory as a G-Shock wearer from unknown kid to global star.
The partnership comes as Casio is set to unveil the all-new GM-2110 timepiece collection, which launches on 26 September.
It features a metal octagonal bezel, sophisticated stainless steel metal band, and multiple coloured dial options.
Several favourite models will also take the spotlight, including an iteration of Central Cee’s favourite, the classic DW-6900U.
G-Shock has been designing watches since 1983, and has sold over 130 million units in the 41 years since.
