G-Shock celebrates with live event and brand ambassador Central Cee in London

G-Shock celebrates with live event and brand ambassador Central Cee in London

At the end of March, G-SHOCK transformed The Steel Yard in London into a melting pot of music, culture, and innovation. The highlight: a surprise performance by Central Cee, who thrilled the crowd with songs like UK Rap, Sprinter, and BAND4BAND.

Central Cee has been G-SHOCK's official European brand ambassador since 2024. The collaboration began with the launch of the GM-2110 collection.

The London venue, with its striking steel arches, provided the perfect setting. And for fans, it was a unique opportunity to experience the artist in an intimate setting – just weeks before the start of his "Can't Rush Greatness" World Tour on April 1, 2025, in Oslo. The tour will take him through several countries and end on July 2, 2025, in Perth.

In addition to Central Cee's performance, some of London's most exciting DJs created the perfect atmosphere. Ella DHC, Jeeniius, and Aychibs, as well as international guests such as MV Killa, Theodora, and Frenna, delivered energetic sets and spontaneous performances.

But the evening wasn't just about music. A panel discussion moderated by cultural commentator Rambo explored the connection between G-SHOCK, streetwear, and community.

Streetwear expert Fempv, LatyasArt founder Latya Bennett, and watch connoisseurs The Mad Watch Collector and Time Drops were present to talk about their personal experiences with G-SHOCK.

Central Cee says about the collaboration with G-SHOCK:

"I've been wearing G-SHOCK for a long time – it's a perfect fit for me. Yesterday was a special evening, it was great to see so many people there."

Jonny Erazo, Head of UK Marketing at G-SHOCK, also emphasized the significance of the event: "Central Cee represents what G-SHOCK stands for: creativity, authenticity, and perseverance. His album 'Can't Rush Greatness' reflects precisely these values – just like our #BuiltDifferent campaign."