New Delhi: In a bold move that merges music, fashion, and cultural influence, Casio Computer Co., Ltd. has announced XG, the internationally celebrated seven-member hip hop/R&B girl group, as the new global ambassador for its iconic G-SHOCK brand of shock-resistant watches.
Comprising JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, and COCONA, XG stands for “Xtraordinary Girls” — a name that reflects their mission to empower people from all walks of life with their powerful, genre-defying music and bold performances. Known for creating a new musical identity called “X-Pop”, XG transcends the traditional boundaries of J-Pop and K-Pop, embodying a spirit of originality and strength — values that closely align with G-SHOCK’s toughness, resilience, and iconic design.
To celebrate the partnership, Casio has launched a special website and promotional video under the campaign slogan “No Destination”, portraying XG fearlessly stepping into new worlds with G-SHOCK, echoing the brand’s message of forging one’s path without fear. The campaign’s art direction, led by the creative collective YAR and renowned artist YOSHIROTTEN, delivers an energetic and visually striking aesthetic.
XG shared their excitement, 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!”
Key visuals and additional content will be rolled out progressively, highlighting the synergy between the G-SHOCK brand and XG’s powerful narrative of resilience and empowerment.
Featured G-SHOCK Models Worn by XG:
GMA-P2100M: Available in navy, pink, and white, accented with elegant pink gold—blending versatility with style.
GA-2100-1A1: A minimalist yet bold matte black design based on the popular octagonal bezel model.
DW-5600UBB-1: Matte black finish based on the classic DW-5600 silhouette, ideal for a refined and understated look.
GMA-P2100-7A: A bright white finish offering a soft, feminine aesthetic.
