Casio has announced that the popular girl group XG will be the new global ambassador for G-SHOCK, the famous shock-resistant watch brand. The seven-member group, known for their hip-hop and R&B music, will represent the toughness and bold style of G-Shock in a worldwide campaign.
XG members JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, and COCONA have gained a massive global fanbase with their unique “X-Pop” music style. The group’s name stands for “Xtraordinary Girls,” reflecting their message of empowerment and breaking boundaries. This matches perfectly with G-SHOCK’s reputation for durability and innovation.
XG’s Rise to Global Fame
XG debuted in March 2022 with their first single, “Tippy Toes,” and quickly became a global sensation. They made history as the first Japanese artist to top the U.S. Billboard “Hot Trending Songs” chart and the first Japanese girl group to appear on the cover of Billboard magazine.
In 2025, XG performed at Coachella, becoming the only Japanese act to headline the Sahara Stage. Their world tour, “The first HOWL,” included 47 shows in 35 cities, ending with a sold-out concert at Tokyo Dome in front of 50,000 fans.
The G-SHOCK Collaboration
The partnership between XG and G-SHOCK is built on shared values of strength, resilience, and breaking limits. A special campaign titled “No Destination” has been launched, featuring a promotional video and key visuals. The video shows XG stepping into a new world with G-SHOCK, symbolizing fearlessness and determination.
The creative direction was handled by YOSHIROTTEN, a leading Japanese artist, and his team YAR. The visuals are bold and energetic, matching the group’s powerful image.
“G-SHOCK watches always remind us of how we never gave up on chasing our dreams, even when things got tough. It gives us the courage to keep going and keep challenging ourselves. XG-SHOCK, let’s go!” — XG
G-SHOCK Watches Featured in the Campaign
Several G-SHOCK models are highlighted in the collaboration, including:
- GMA-P2100PC – Inspired by sunlight reflecting on the ocean, with color-changing dials.
- GMA-P2100M – Features navy, pink, and white options with pink gold accents.
- GMA-P2100ST – Has a pearlescent finish for a sleek, elegant look.
- GA-2100-1A1 – A classic matte black design.
- DW-5600UBB-1 – A minimalist black model based on the original G-SHOCK.
Fans can expect more content, including behind-the-scenes footage and new visuals, as the campaign continues.
Why This Partnership Matters
G-SHOCK is known for its unbreakable watches, created in 1983 with the idea of making a watch that never breaks. XG’s journey—from their debut to global fame—reflects the same never-give-up attitude. Both the brand and the group inspire people to push boundaries and stay strong.
This collaboration is expected to bring G-SHOCK to a younger, global audience while strengthening XG’s influence in fashion and pop culture.
Credits: News sources from Casio, Billboard, and official XG announcements.
