Casio Computer Co., Ltd. has appointed the internationally acclaimed seven-member hip hop / R&B girl group XG as the global ambassador for the G-SHOCK brand of shock-resistant watches.
XG – consisting of members Jurin, Chisa, Hinata, Harvey, Juria, Maya, and Cocona, is a hip hop / R&B girl group known for its bold music and powerful performances. With a strong global following, especially among younger people, XG is rising as a new force in international music and culture.
XG has pioneered a new music genre called “X-Pop,” breaking away from the conventions of J-Pop and K-Pop to create a style all their own. This spirit of originality and strength closely aligns with G-SHOCK, a unique brand known for its toughness, shock resistance, and distinctive design — making XG a natural choice as the brand’s global ambassador. They achieved numerous global milestones, including becoming the first Japanese artist to top the U.S. Billboard “Hot Trending Songs Powered by Twitter” chart in the weekly ranking, and the first Japanese girl group to grace the cover of the U.S. Billboard magazine. They are also the only Japanese act to perform at the Coachella Valley Music and Arts Festival, and received high praise from both domestic and international media.
“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!” the girls shared.
To celebrate the partnership, a special website will showcase a promotional video featuring XG. Centered around the slogan “No Destination,” the video portrays XG boldly stepping into a new world with G-SHOCK, expressing the strength to shape one’s future without fear or hesitation.
