Central Cee Joins Forces with G-SHOCK as New European Brand Ambassador

Central Cee’s career shows no signs of slowing down. Earlier this year, he added to his growing list of accolades, taking home MOBO Awards for Best Male and Song of the Year, bringing his MOBO total to six. In addition to this, Central Cee was also nominated for four Brit Awards at the 2024 ceremony. The chart-topping British rapper has been unveiled as the new European brand ambassador for G-SHOCK, a household name in the world of resilient timepieces. This partnership unites two icons known for their toughness, authenticity, and uncompromising dedication to their craft. As G-SHOCK has always been "Built Different," Central Cee, a lifelong fan, naturally embodies this ethos.

Its brand mantra, "Built Different," encapsulates the same resilience that has propelled Central Cee from his underground beginnings to global superstardom. His rise parallels that of G-SHOCK, making this collaboration feel like a perfect fit.

A G-SHOCK fan since his youth, Central Cee has long admired the brand's tough, hardworking spirit. Now, as the new face of G-SHOCK in Europe, he personifies the brand's values, with both having gained success through grit, determination, and a commitment to authenticity.

G-SHOCK’s longstanding relationship with hip-hop culture makes Central Cee the perfect ambassador for the brand. As the rapper himself explains, “I’ve been wearing G-SHOCK 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.” His story mirrors the brand's journey—both rising from humble beginnings to global acclaim, built on a foundation of perseverance and staying true to their roots.

Central Cee's influence extends beyond music. In 2023, he became the first UK rapper to surpass 2 billion streams on Spotify. With over 7 billion global streams to date, his inimitable style and voice have cemented him as a force to be reckoned with, resonating with a new generation of listeners. This influence transcends into fashion and culture, with fans eagerly adopting his distinct style and laid-back persona.

As part of this partnership, G-SHOCK is gearing up to launch the all-new GM-2110 collection, set to be revealed on September 26th. With Central Cee at the helm of this exciting release, the collection is expected to carry forward the brand's legacy of durability, innovation, and stylish design—qualities that resonate with Central Cee’s own brand and audience.

For more information, visit g-shock.co.uk