G-SHOCK + CENTRAL CEE [REVIEW]

Come with me and @vipermagazine to the G-SHOCK event. Content exclusively for Viper Magazine and @throohereyes

For over 40 years, G-SHOCK has been a symbol of toughness and innovation. Designed in 1983 by CASIO engineer Kikuo Ibe to withstand extreme conditions, it has sold over 130 million units worldwide, earning its place in fashion, sports, music, and the military. More than a watch, G-SHOCK represents resilience and pushing limits—a spirit that came to life at their recent ‘Built Different’ event in London.

On March 21st, G-SHOCK transformed The Steel Yard in London into the ultimate celebration of resilience, culture, and music. The night was already shaping up to be one to remember, but the energy hit a whole new level when Central Cee made an unexpected appearance, sending the crowd into a frenzy. Fresh off the success of his chart-topping album Can’t Rush Greatness, the G-SHOCK European ambassador took to the stage for a surprise set, delivering electric performances of UK Rap, Sprinter, and BAND4BAND.

With The Steel Yard’s industrial railway arches as the backdrop, the atmosphere was intimate yet explosive. Fans at the front got a rare close-up experience, rapping along to every word as Central Cee commanded the stage. This special moment came just ahead of his highly anticipated ‘Can’t Rush Greatness’ world tour, which kicks off in Oslo, Norway, on April 1st, 2025, and wraps up in Perth, Australia, on July 2nd, 2025.

But the night wasn’t just about the headliner. G-SHOCK curated an experience beyond music, blending street culture, creativity, and physical endurance. Some of London’s top DJs set the tone early on, with dancehall queen Ella DHC bringing the heat, alongside underground favorites Jeeniius and Aychibs. International artists MV Killa, Theodora, and Frenna also took the stage for surprise performances, keeping the energy levels high before Central Cee’s grand entrance.

Adding another layer to the night, G-SHOCK hosted interactive challenges and live art installations, while attendees had the chance to get free tooth gems and test their strength on the punch box machine. Additionally, there was a panel talk, led by cultural commentator Rambo, who dived into G-SHOCK’s legacy in fashion and streetwear, featuring insights from Fempv, Latya Bennett (founder of LatyasArt), The Mad Watch Collector, and Time Drops. The conversation reflected on the iconic durability and influence of G-SHOCK watches, which have remained a staple in music, sport, fashion, and beyond.

Central Cee’s partnership with G-SHOCK was announced in 2024, coinciding with the launch of the Steel Edition GM-2110 collection, a sleek yet rugged take on G-SHOCK’s signature toughness. The Resin Icon range was also relaunched this year as part of the #BuildDifferent campaign, cementing G-SHOCK’s place as a brand that continues to evolve while staying true to its roots.

From music and art to style and endurance, the night embodied everything G-SHOCK represents—pushing boundaries, staying authentic, and celebrating those who do things differently. If this event was any indication, the ‘Can’t Rush Greatness tour’ is going to be one for the books.

“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.” – Central Cee

Words by Nickeeba Archer

Photo Credits : @filmyours, Ahmed Idries, Jahnay Tennai