G-SHOCK has teamed up with UK rap heavyweight Central Cee for the latest instalment of its #BuiltDifferent campaign — and the result is every bit as stylish and effortlessly cool as you’d expect.
The new clip, produced by Actually Creative (the team behind Cortiez), dropped today, spotlighting Central Cee’s unmistakable energy as he touches down at the airport in true star fashion.
The Scene-Stealing DW-5600RL-1ER
While Cee’s signature swagger is impossible to miss, the real star of the show is his DW-5600RL-1ER, part of G-SHOCK’s celebrated Icons collection. The video captures a playful airport moment — Cee casually removes his oversized gold chain at security before sending his bags through the scanner. But when it comes to his G-SHOCK, even the passport officer can’t resist. Instead of checking documents, the officer skips the formalities and stamps him straight through, a nod to the undeniable cultural magnetism of G-SHOCK’s timeless design.
Watch the clip on G-SHOCK’s official site or across their social channels to catch the full moment in motion.
A Celebration of Culture, Confidence, and Craft
The #BuiltDifferent campaign continues to spotlight individuals who embody strength, creativity, and self-expression — values at the heart of the G-SHOCK brand. Central Cee’s involvement feels like a natural fit: his rise from the streets of West London to global recognition mirrors the resilience and authenticity that G-SHOCK has championed since its inception.
The campaign promises even more exciting drops on the horizon, teasing future collaborations and limited-edition designs that will no doubt keep fans watching closely.
What’s Next for G-SHOCK and Central Cee?
While details are still under wraps, G-SHOCK has confirmed that the Built Different series has “more exciting announcements just around the corner.” If this launch is anything to go by, we’re in for another fusion of style, storytelling, and street culture that pushes the boundaries of what a watch campaign can be.
