A Powerful Collaboration Between Music and Style
Casio officially unveiled XG, the globally rising hip-hop/R&B girl group, as the new global ambassador for its iconic G‑SHOCK watch line. This marks a major milestone for both the brand and the music group, uniting cutting-edge design with a bold message of resilience and individuality.
Who is XG? Meet the Force Behind “X‑Pop”
Formed by XGALX and made up of seven talented members—JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, and COCONA—XG (short for “Xtraordinary Girls”) has carved out their own genre called X‑Pop. The group blends elements of J‑Pop, K‑Pop, hip-hop, and R&B, creating a unique sonic and visual identity.
Since their debut in March 2022, XG has:
- Topped the U.S. Billboard Hot Trending Songs chart
- Graced the cover of Billboard magazine
- Completed a 47-city global tour
- Became the first Japanese act to close Coachella’s Sahara Stage
Their international acclaim and boundary-breaking style make them a natural fit for a brand like G‑SHOCK.
Why G‑SHOCK and XG Are the Perfect Match
Casio’s G‑SHOCK brand has long stood for toughness, innovation, and individuality—traits that XG naturally embodies. The campaign, titled “No Destination,” aims to inspire people to embrace change, take bold steps forward, and never stop moving.
In a heartfelt statement, XG shared:
“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!”
This message aligns perfectly with the brand’s philosophy and adds emotional depth to the collaboration.
The Visual Campaign: “No Destination”
The campaign features a visually arresting video and imagery created by YAR, a design collective led by renowned visual artist YOSHIROTTEN. The visuals portray XG as they step into a new era, wearing bold G‑SHOCK designs that reflect their unique energy and ambition.
G‑SHOCK Watches Featured in the XG Campaign
Casio introduced several standout G‑SHOCK models as part of the XG collaboration, including:
- GMA‑P2100PC
- GMA‑P2100M
- GMA‑P2100ST
- GA‑2100‑1A1
- DW‑5600UBB‑1
- GMA‑P2100‑7A
- GMD‑S5600BA‑7
These timepieces balance durability with fashion-forward design, resonating with both street wear enthusiasts and casual fans alike.
What This Means for Casio and the Future of G‑SHOCK
By choosing XG as the face of G‑SHOCK, Casio is signalling a strategic move to:
- Appeal to Gen Z and global youth markets
- Strengthen its influence in music and lifestyle culture
- Reinforce G‑SHOCK’s reputation as a symbol of personal strength and expression
With XG’s powerful storytelling and loyal fan base, this partnership is poised to create lasting impact in both the fashion and music industries.
