Rapper Central Cee officially partners with G-Shock as European brand ambassador

Casio officially announced a partnership with British rapper Central Cee to serve as a G-Shock brand ambassador in Europe. Prior to this, Central Cee was known to be an avid G-Shock fan who often wears G-Shock watches in public and music videos. In addition to being one of the biggest rappers in the United Kingdom and Europe and the first British rapper to hit 2 billion streams on Spotify, he is also considered a style icon who garners much attention throughout the fashion world, and he founded the Syna World streetwear brand in 2023.

G-Shock Europe will be launching a new promotional campaign for the collaboration, which extends the “Built Different” series highlighting the people and products that make G-Shock unique. A video is coming soon detailing Central Cee’s journey from an unknown G-Shock-wearing kid on the streets of Shepherd’s Bush to an international star.

No limited edition watch was announced for the partnership yet, but Central Cee will hopefully join the likes of Eminem, A$AP Ferg, Wu-Tang Clan, and Kid Cudi by releasing his own collaborative watch in the near future. He said of the partnership, “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.”