Casio Picks XG as Global Face of G-SHOCK Watches

Casio has announced a dynamic new partnership, appointing the internationally acclaimed hip hop and R&B girl group XG as the global ambassador for its iconic G-SHOCK shock-resistant watches. This collaboration brings together G-SHOCK’s legendary toughness and XG’s genre-defying, energetic style, aiming to inspire and connect with a new generation of fans worldwide.

XG: The “Xtraordinary Girls” Taking the World by Storm

XG, short for “Xtraordinary Girls,” is a seven-member group made up of JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, and COCONA. Since their debut in 2022, XG has carved out a unique space in the global music scene with their self-coined “X-Pop” genre—a blend of hip hop, R&B, and international influences. Their bold performances and fearless approach have earned them a rapidly growing global following, especially among younger audiences.

The group’s mission is to empower people everywhere to embrace their individuality and chase their dreams, no matter the obstacles. This spirit of resilience and originality is a perfect match for the G-SHOCK brand, which is celebrated for its shock resistance, toughness, and ability to withstand any challenge.

The “No Destination” Campaign: Embracing the Journey

To launch the partnership, Casio has created a dedicated campaign website featuring striking visuals and a promotional video starring XG. The campaign is themed “No Destination,” symbolizing the courage to step into the unknown and shape the future without fear. In the video, XG is seen boldly entering a new world with G-SHOCK, echoing the brand’s philosophy of pushing boundaries and embracing the journey, not just the destination.

The creative direction for the campaign comes from YAR, led by Japanese artist YOSHIROTTEN, who delivers a vibrant, energetic visual experience that matches both the group’s and the brand’s dynamic identities.

XG and G-SHOCK: A Natural Alliance

• Shared Values: Both XG and G-SHOCK stand for resilience, originality, and breaking through limits.
• Youth Appeal: XG’s global influence, especially among Gen Z, brings fresh energy to G-SHOCK.
• Cultural Impact: XG’s presence in music and fashion resonates with G-SHOCK’s reputation as a cultural icon in streetwear and youth culture.

XG expressed their excitement about the partnership, stating:

“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!”

What’s Next for Fans

Casio plans to release more campaign visuals, exclusive content, and behind-the-scenes stories as the partnership unfolds. Fans can look forward to seeing XG in various G-SHOCK campaigns, events, and possibly even special edition watch releases inspired by the group’s bold style.

XG’s Meteoric Rise

• Debut: March 2022 with the single “Tippy Toes”.
• Members: JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, COCONA.
• Genre: X-Pop (a blend of hip hop, R&B, and global sounds).
• Recent Milestone: Only Japanese act to perform at Coachella 2025.

G-SHOCK: The Watch That Never Quits

Launched in 1983, G-SHOCK is renowned for its shock resistance, durability, and bold design. Over the years, it has become a favorite among athletes, musicians, and creatives who value both function and fashion.