Casio Computer Co., Ltd. has appointed breakout global girl group XG as the new global ambassador for its G-SHOCK brand. Known for their bold performances and unique “X-Pop” sound, the seven-member hip hop/R&B group perfectly embodies G-SHOCK’s spirit of toughness, originality, and fearless innovation.
The collaboration kicks off with a new campaign, “No Destination,” featuring a special video directed by the creative collective YAR, led by YOSHIROTTEN. The visual concept mirrors XG’s journey of limitless ambition—mirroring the G-SHOCK philosophy of challenging limits.
XG shared, “G-SHOCK reminds us of our resilience and the courage to keep pushing forward. XG-SHOCK, let’s go!”
As part of the campaign, XG sports a selection of G-SHOCK timepieces including models from the GMA-P2100, GA-2100, and DW-5600 series, each echoing their bold and trend-forward style.
The partnership highlights Casio’s move to resonate with global Gen Z consumers through cultural icons who challenge norms—just like G-SHOCK.
XG, who made history as the first Japanese girl group to perform at Coachella and appear on the U.S. Billboard cover, continues to break records across music and fashion, making them an ideal fit for G-SHOCK’s legacy of boldness and reinvention.
