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Scan for outdated or missing drivers - takes under a minuteDriver Scan →Clear out junk files and repair common Windows errorsFree Scan →Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →G-SHOCK announced Central Cee as its European brand ambassador on 19 September 2024. The campaign was set to roll out across the UK and Europe—not worldwide—and featured a range of G-SHOCK watches, including the DW-6900U. A separate G-SHOCK x Syna collaboration, released later, is the specific Central Cee-associated 6900 model: the DW-6900CC25-4ER.
What G-SHOCK announced in September 2024
In its 19 September 2024 announcement, G-SHOCK said the partnership would extend its “Built Different” campaign. The company described Central Cee as a childhood fan of the brand and connected the campaign to resilience and authenticity; those descriptions reflect the company’s announcement.
The planned rollout included digital platforms, outdoor advertising across the UK and Europe, and a video about Central Cee’s journey. Central Cee said: “I’m looking forward to working with G-SHOCK. I’ve been wearing them since I was a kid, so it just made sense. I love the brand. It relates. It’s a perfect fit”. Jen Kelly, then Head of Marketing at G-SHOCK, said the company was “incredibly excited to welcome Central Cee to the G-SHOCK family.”
Which G-SHOCK watches were featured?
The 2024 announcement named these styles in connection with the campaign. It also previewed the GM-2110 collection, which was scheduled to launch on 26 September 2024—a past date, not an upcoming release.
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- Rugged & Sporty Design – Matte black finish with bold digital display, built for tactical, military, and extreme sports enthusiasts.
- High-Brightness LED Backlight – Features Super Illuminator LED with a light guide plate, ensuring exceptional visibility in low-light conditions.
- 200M Water Resistance – Engineered for swimming, snorkeling, and outdoor adventures, this shock-resistant watch is ready for action.
- Extended 7-Year Battery Life – Powered by a CR2025 battery, offering years of reliable performance without frequent replacements.
- Shock-Resistant Structure – Built to withstand extreme conditions, making it ideal for sports, military, and rugged outdoor use.
| Model or collection | Campaign context |
|---|---|
| GM-2110 collection | Previewed for launch on 26 September 2024; the release described a metal octagonal bezel, stainless-steel band, and multiple dial colors. |
| DW-6900U | One of the featured models in the 2024 announcement. |
| GA-2100 | One of the featured models in the 2024 announcement; highlighted again in Casio’s 2025 follow-up. |
| GM/GBM-2100 | Named among the featured styles in the 2024 announcement. |
| GMW-B5000 | Named among the featured styles in the 2024 announcement. |
| GW-M5610U | Named among the featured styles in the 2024 announcement. |
| GMC-B2100 | Named among the featured styles in the 2024 announcement. |
| DW-5600 | Named in the 2024 announcement and highlighted again in Casio’s 2025 follow-up. |
These are campaign mentions, not a claim that every model was a Central Cee signature watch or remains available.
The 2025 follow-up: the DW-6900 is his stated favorite
In a 10 June 2025 follow-up, Casio said the partnership was continuing into its second year and focused on G-SHOCK’s Icons collection. It highlighted the DW-6900, DW-5600, and GA-2100. Casio described the DW-6900 as a watch Central Cee had worn since he was young and identified it as his personal favorite.
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- Shock-Resistant Durability: Built to withstand the toughest conditions, this G-Shock watch features a rugged resin case and bezel, perfect for outdoor adventures and extreme sports.
- 200M Water Resistance: Designed for water enthusiasts, it’s suitable for scuba diving, swimming, and snorkeling, providing reliable protection up to 200 meters.
- Electro-Luminescent Backlight: The blue-green EL backlight with afterglow ensures clear visibility of the time, day, and date, even in complete darkness.
- Precision Stopwatch & Countdown Timer: Measure elapsed and split times with the 1/100-second stopwatch, or set up a countdown timer with up to a 24-hour range, ideal for timing workouts or daily tasks.
- Multi-Alarm with Flash Alert: Stay on schedule with a customizable alarm, hourly chime, and flash alert that combines light and sound for added convenience.
The same release described a vault with more than 300 rare watches. That figure is part of Casio’s campaign description, rather than an independently verified count.
The Central Cee x Syna DW-6900 collaboration
The later G-SHOCK x Syna DW-6900CC25-4ER is distinct from the standard DW-6900U named in the original ambassador announcement. Casio says Central Cee reimagined the 6900 design. Its European product page describes a deep Bordeaux-red finish inspired by old British passports, Syna branding on the case back and band, and a second logo that appears when the backlight is on. The page labels the watch “Old Model,” so it does not establish current stock or availability.
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Specifications listed by Casio for DW-6900CC25-4ER
- Case size: 53.2 × 50 × 18.7 mm; weight: 67 g.
- Resin case, bezel, and band; shock-resistant construction; mineral glass.
- Water resistance: 200 metres.
- Approximate battery life: five years on a CR2016 battery.
- Compatible band size: 145–205 mm.
- Functions: stopwatch, countdown timer, alarm, flash alert, LED backlight, and full auto-calendar through 2099.
These are specifications for this particular collaboration model; they should not be generalized to all DW-6900 watches.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How Casio presented Central Cee in the announcement
Casio Europe’s 19 September 2024 release also included career figures as part of its promotional biography. It said Central Cee had six MOBO Awards by early 2024, received four Brit Award nominations at the 2024 ceremony, was the first UK rapper to reach 2 billion Spotify streams, and had more than 7 billion worldwide streams. These are figures attributed to Casio’s 2024 announcement, not current independently checked totals.
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- Sport Type: Scuba Diving
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- Band Size: Mens-Standard
- Shock Resistant
- Auto LED Light with Afterglow
- Magnetic Resistant
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
