Central Cee has become the face of G-SHOCK officially after a lifetime of wearing the brand.
The shock-proof watches have been a highly iconic and helpful item of wristwear for many years, but have recently been seen on the wrist of Central Cee in many interviews, runway shows and red carpets so it is only right to make the consumer the ambassador – especially with such a large identity with the brand already.
The Casio watches have always been sharing the space within rap alongside countless other brands. It is great to see two figureheads of their industries meet in the middle.
“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’s always been at the heart of the scenes and cultures I’ve been a part of. It relates. It’s a perfect fit”
– Central Cee
The partnership is launching the new GM-2110 timepiece collection on September 26, bringing a sleek steel band to the classic design with many different coloured bezels to choose from.
G-SHOCK are continuing their ‘Built Different’ campaign to tell the stories of the people who keep the brand unique. This will follow Central Cee from a childhood consumer all the way through his journey to where he is now. This will be documented across digital platforms, becoming a vital part of the campaign.
The collection will be available to purchase on September 26 here.
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