Last night, G-SHOCK transformed The Steel Yard in London into a celebration of resilience, music, and culture with their ‘Built Different’ campaign. The night was already packed with energy, but G-SHOCK took it to another level by pulling off a huge surprise, an unexpected performance by none other than UK icon Central Cee.
Fresh off the success of his chart-topping album Can’t Rush Greatness, Central Cee, G-SHOCK’s European brand ambassador, delivered an electrifying set featuring some of his biggest tracks, including Sprinter and BAND4BAND. As the beat dropped and the crowd chanted his lyrics back at him, the Steel Yard’s industrial railway arches provided a dramatic and fitting backdrop for this intimate yet high-energy performance. For those lucky enough to be front and center, it was a rare opportunity to see the UK rap star up close before he embarks on his global tour.
A Lineup of Heavy Hitters
The night was already in full swing before Central Cee took the stage, thanks to an all-star lineup of DJs and performers. London’s own dancehall queen, Ella DHC, alongside underground scene regulars Jeeniius and Aychibs, set the tone with back to back dynamic sets. No holds barred with International talent including MV Killa, Theodora, and Frenna kept the momentum going with surprise performances, hyping up the audience in the lead-up to the main event.
More Than Just Music
G-SHOCK’s “Built Different” ethos isn’t just about music, it’s about a message of toughness, endurance, and its place in the wider culture. The event featured physical challenges that put attendees to the test, reinforcing the rugged durability that the brand is known for. Meanwhile, cultural commentator Rambo hosted an insightful panel talk about G-SHOCK’s legacy and impact. Joined by streetwear tastemaker Fempv, artist Latya Bennett, and respected watch aficionados The Mad Watch Collector and Time Drops, the panel explored G-SHOCK’s deep-rooted connection to street culture, fashion, and timepiece innovation.
Central Cee x G-SHOCK
Reflecting on the night, Central Cee shared his appreciation for the brand and the event:
“I’ve worn G-SHOCKs for years, so the partnership is a natural one for me, and that’s what last night was about – it was good to see you all there. Love.”
Jonny Erazo, Head of UK Marketing at G-SHOCK, also praised the collaboration:
“Last night was one to remember. As a devoted G-SHOCK fan and wearer, Central Cee perfectly embodies the brand’s spirit and hardworking values, and having him turn up for a performance was incredible. His album Can’t Rush Greatness is a testament to his creativity, resilience, and authenticity—something we’ve stood for since 1983, and what #BuiltDifferent is all about.”
G-SHOCK Making Noise
This isn’t just about watches; it’s about culture, resilience, and G-SHOCK positioning itself as a curator of incredible moments. The individuals who refuse to settle for anything less than Built Different. In 2024, Central Cee was named G-SHOCK’s European ambassador, coinciding with the release of the Steel Edition GM-2110 collection, an evolution of the brand’s signature toughness. This year also marks the relaunch of the Resin Icon range, further solidifying G-SHOCK’s place as a key player in both streetwear and timepiece culture.
G-SHOCK isn’t just about keeping time, they’re always pushing boundaries. Last night wasn’t merely a party; it was a bold move that made noise for those who attended and those who missed. Being tough isn’t just what you wear on your wrist, it’s about how you move, how you grind, and how you rise above. Central Cee’s journey from Shepherd’s Bush to the global stage proves that greatness isn’t given, it’s earned. G-shock is here to stay and we look forward to see what they have coming next!
