UK rapper Central Cee revealed as new G-Shock brand ambassador
Zach BlassG-Shock’s pop cultural influence cannot be understated. Whereas luxury watches, regardless of origin, can be financially discriminating, G-Shock has built its reputation on highly functional and robust watches that irrefutably outperform more expensive and traditional timepieces at a fraction of the price. First launched in 1983, the digital nature of the watches was seen as cool and futuristic in an era before smart devices. Today, while the brand has pushed the functionality of the watches, and the materials used, far further, what has ultimately cemented G-Shock as an unstoppable powerhouse iconic watch brand is its ability to embrace and partner with such a diverse range of culture – sports, music, film, and more. Beyond just partnering with people or organisations, G-Shock’s collaborative limited edition watches with NASA, Rick & Morty, Budweiser, and beyond have continued to allow the brand to reach worldwide audiences unlike any other. Though a long-established fan of G-Shock watches, earlier this month news broke that UK rapper Central Cee has joined on with G-Shock as an official brand ambassador.
The partnership makes complete sense since he has long worn G-Shock watches – before his rise to fame and still to this day billions of streams later. Cench released an official statement: “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.” While he has been known to dabble in luxury watches from AP, Rolex, and Cartier, G-Shock has always been his most common go-to – whether in the recording studio or on the red carpet.
Central Cee joins a long list of musical artists who have endorsed G-Shock in one way or another, including Ed Sheeran, John Mayer, Lil Wayne, Kid Cudi, Billie Eilish, J Balvin, and many more – proving that G-Shock’s distinct design, robustness, cultural influence and accessible pricing continues to make its watches timelessly cool across generations.