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G-SHOCK named Central Cee its European brand ambassador on 19 September 2024, with a campaign planned for the UK and Europe—not a global ambassador appointment. The announcement featured several G-SHOCK models, including the DW-6900U; a later, separate collaboration produced the G-SHOCK x Syna DW-6900CC25-4ER.
What G-SHOCK announced in September 2024
In its 19 September 2024 announcement, G-SHOCK/Casio Europe described Central Cee as its European brand ambassador. The campaign was set to roll out across the UK and Europe through digital platforms and outdoor advertising, including a video about the rapper’s journey.
The company connected the partnership to its “Built Different” campaign and themes of resilience and authenticity. It also said Central Cee had been a G-SHOCK fan since childhood. Those descriptions, including his reported fan history, are claims made in the company announcement. Central Cee said: “I’m looking forward to working with G-SHOCK. I’ve been wearing them since I was a kid, so it just made sense. I love the brand. It relates. It’s a perfect fit”.
Which G-SHOCK models featured in the campaign?
The 2024 release previewed the GM-2110 collection, which Casio said would launch on 26 September 2024. It described the collection as having a metal octagonal bezel, stainless-steel band and multiple dial colors. That date is historical, not an upcoming launch.
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- Rugged & Sporty Design – Matte black finish with bold digital display, built for tactical, military, and extreme sports enthusiasts.
- High-Brightness LED Backlight – Features Super Illuminator LED with a light guide plate, ensuring exceptional visibility in low-light conditions.
- 200M Water Resistance – Engineered for swimming, snorkeling, and outdoor adventures, this shock-resistant watch is ready for action.
- Extended 7-Year Battery Life – Powered by a CR2025 battery, offering years of reliable performance without frequent replacements.
- Shock-Resistant Structure – Built to withstand extreme conditions, making it ideal for sports, military, and rugged outdoor use.
The release also named these featured styles:
- DW-6900U
- GA-2100
- GM/GBM-2100
- GMW-B5000
- GW-M5610U
- GMC-B2100
- DW-5600
This is a campaign list, not a ranking or a claim that every model was a collaboration designed by Central Cee.
Why the DW-6900 is especially associated with Central Cee
In a 10 June 2025 follow-up, Casio said the partnership was continuing into its second year and highlighted the DW-6900, DW-5600 and GA-2100 as part of a campaign focused on G-SHOCK’s Icons collection. Casio described the DW-6900 as a watch Central Cee had worn since he was young and called it his personal favorite.
Rank #2
- Shock-Resistant Durability: Built to withstand the toughest conditions, this G-Shock watch features a rugged resin case and bezel, perfect for outdoor adventures and extreme sports.
- 200M Water Resistance: Designed for water enthusiasts, it’s suitable for scuba diving, swimming, and snorkeling, providing reliable protection up to 200 meters.
- Electro-Luminescent Backlight: The blue-green EL backlight with afterglow ensures clear visibility of the time, day, and date, even in complete darkness.
- Precision Stopwatch & Countdown Timer: Measure elapsed and split times with the 1/100-second stopwatch, or set up a countdown timer with up to a 24-hour range, ideal for timing workouts or daily tasks.
- Multi-Alarm with Flash Alert: Stay on schedule with a customizable alarm, hourly chime, and flash alert that combines light and sound for added convenience.
The release also described a vault containing more than 300 rare watches; that figure is part of Casio’s campaign description. The follow-up strengthens the DW-6900’s connection to the artist, but it does not make all DW-6900 watches a Central Cee collaboration.
The later G-SHOCK x Syna collaboration
A distinct product is the G-SHOCK x Syna DW-6900CC25-4ER. Casio’s product page says Central Cee reimagined the 6900 design. It describes a deep Bordeaux-red finish inspired by old British passports, Syna branding on the case back and band, and a second logo visible when the backlight is on. Casio labels the listing “Old Model,” so the page does not establish current availability.
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Rank #3
Specifications for the DW-6900CC25-4ER
These are the official specifications for this exact collaboration model, not for every watch in the 6900 line:
- Case size: 53.2 × 50 × 18.7 mm; weight: 67 g.
- Resin case, bezel and band; mineral glass; shock-resistant construction.
- Water resistance: 200 metres.
- Approximate battery life: five years with a CR2016 battery.
- Compatible band size: 145–205 mm.
- Functions include a stopwatch, countdown timer, alarm, flash alert, LED backlight and full auto-calendar through 2099.
What Casio said about Central Cee in 2024
Casio Europe’s September 2024 announcement included biographical figures that should be read as claims from that release, rather than current totals independently verified here. It said Central Cee had six MOBO Awards by early 2024, four Brit Award nominations at the 2024 ceremony, was the first UK rapper to reach 2 billion Spotify streams, and had more than 7 billion worldwide streams.
Quick Recap
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- Sport Type: Scuba Diving
Rank #4
- Band Size: Mens-Standard
- Shock Resistant
- Auto LED Light with Afterglow
- Magnetic Resistant
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
