G-Shock U.K. launches Central Cee page and first promotional video

Casio recently announced its partnership with rapper Central Cee as a European brand ambassador, and G-Shock U.K. launched a new “Built Different” promotional campaign featuring the British rapper. A new webpage for the promotion features a video depicting Central Cee as a youngster wearing a G-Shock DW-6900 and progresses as he pursues his rap career up until the present day. The video was also published on YouTube by Casio U.K. and G-Shock Europe.

The page also reveals the contents of the watch collection in the briefcase seen in the first photo released for the partnership, which include classic models like the DW-5600, DW-6900, along with the modern classic GA-2100 and various Metal Covered and Full Metal models. The page also links to the these watches which are listed under the Built Different Collection (g-shock.co.uk).

Central Cee page at g-shock.co.uk

It looks like Casio is getting their money’s worth, as Central Cee, who frequently wore G-Shock watches before the partnership, wore and flashed G-Shock watches in his two most recent music videos released over the past month (including a DW-6900 and the metal-covered rose gold Kith x G-Shock GM-6900 collaboration from 2020), which have garnered a total of 15.5 million views on YouTube so far.

Central Cee wearing a KITH x G-Shock GM-6900KTH-4 in “CENTRAL CEE X JRK 19 – BOLIDE NOIR (MUSIC VIDEO).” (youtube.com)

Central Cee wearing a G-Shock DW-6900 in “CENTRAL CEE X RAYE – MOI (MUSIC VIDEO).” (youtube.com)