XG Becomes the Face of G-SHOCK: A Bold Collaboration of Strength, Style, and Global Impact
Global girl group XG has been named the new face of G-SHOCK, uniting their fearless “X-POP” style with the watch brand’s bold, resilient image. From record-breaking performances to a visionary campaign titled “No Destination,” this partnership celebrates strength, creativity, and breaking boundaries in both music and fashion.
A Groundbreaking Partnership
The globally celebrated girl group XG has officially been named global ambassadors for G-SHOCK, Casio’s iconic shock-resistant watch brand. This partnership marks a milestone not just for the brand, but also for XG, who continue to break barriers and redefine what it means to be a global music act.
Meet the Trailblazers
Since their debut in March 2022 with the edgy track “Tippy Toes,” the group has captured attention worldwide. They made history by becoming the first Japanese act to hit No.1 on Billboard’s “Hot Trending Songs” chart and to land on the cover of Billboard magazine—a clear signal that their reach extends far beyond borders.
Making History on Stage
Their momentum didn’t stop there—their debut world tour, “The first HOWL,” spanned 47 showsacross 35 cities in 18 countries, wrapping up with a sold-out show at Tokyo Dome, drawing 50,000 fans in a triumphant homecoming.
A Natural Fit: G-SHOCK and XG
G-SHOCK has long been a symbol of resilience, rebellion, and creativity—values that mirror XG’s own journey. Unlike typical pop acts, XG chooses to operate outside traditional categories like J-POP or K-POP, instead calling their genre “X-POP,” a sound and movement all their own. That fearless, genre-breaking philosophy aligns seamlessly with G-SHOCK’s brand identity, making the group a perfect ambassador for a watch built to defy expectations.
“No Destination”: The Message Behind the Campaign
To launch this partnership, a special campaign site and promotional video have been released under the slogan “No Destination.” The video tells a story of moving forward without fear, of stepping boldly into the unknown—just as XG has done since day one. The visuals are brought to life by YAR, a visionary creative team led by famed Japanese artist YOSHIROTTEN, known for pushing the boundaries of design and digital art.
What’s Next
This is only the beginning. G-SHOCK and XG promise more visuals, collaborations, and content that fans can look forward to. With both the brand and the group known for pushing limits, this partnership is bound to set new standards in both fashion and music culture.
Together, XG and G-SHOCK aren’t just making a statement—they’re rewriting the rules.
