Hip hop/R&B group XG announced as new face for G-Shock

XG joins G-Shock to redefine its global image with a fresh creative vision

by e4m Staff
Published: Jul 14, 2025 4:53 PM | 1 min read

Casio Computer has officially appointed XG, the seven member hip hop/R&B group as their global ambassador for G-Shock, known for its shock-resistant watches. Matching G-Shock’s spirit of originality and resilience, XG known for their bold performances, empowering message and challenging norms, aligns naturally with the brand.

“G-Shock watches always remind us of how we never gave up on chasing dreams, even when things got tough. It gives us the courage to keep going and keep challenging ourselves. XG-Shock, let’s go!” the group said in their official release.

Casio has launched a special campaign with a new website and a promotional video to commemorate the partnership. The campaign, which is centered around the topic "No Destination," promotes unrestrained self-expression and the idea of creating your own route. With G-Shock at their side, XG ventures into unexplored creative terrain with the visuals, which were produced by design company YAR and directed by Japanese creative YOSHIROTTEN.

According to Casio, XG was a perfect fit for the company. "Their energy, global presence, and refusal to conform reflect everything G-Shock is all about,” the company stated.

In the upcoming months, more marketing content showcasing XG is anticipated to be released as the collaboration develops into a worldwide celebration of fashion, power, and individuality.