WHAT WENT DOWN AT G-SHOCK’S BUILT DIFFERENT EVENT
Last night, G-SHOCK took over The Steel Yard in London for a ‘Built Different’ celebration, and they pulled out all the stops with a surprise appearance. Fresh off the success of his chart-topping album Can’t Rush Greatness, the brand’s European ambassador Central Cee hit the stage with an unexpected performance, delivering an unforgettable show of UK Rap, Sprinter, and BAND4BAND.
images by JACK
Central Cee and the crowd recited the lyrics of his hit songs as the night reached its pinnacle. Those at the front were able to see him up close and personal, with The Steel Yard’s railway arches providing the perfect backdrop for this exclusive surprise appearance. Fans were able to experience an intimate yet energetic live show ahead of his upcoming world tour, giving those who were in attendance a preview of what to expect. Central Cee’s ‘Can’t Rush Greatness’ world tour begins on April 1st, 2025, in Oslo, Norway and concludes on July 2nd, 2025, in Perth, Australia.
Earlier in the night, music was driven by a lineup of London’s finest DJs, including dancehall queen Ella DHC, and regulars in the capital’s underground circuit - Jeeniius and Aychibs. International artists, MV Killa, Theodora and Frenna also showed up with surprise performances, further setting the stage and building the atmosphere for Central Cee’s eventual performance.
The night also offered physical toughness challenges, and saw cultural commentator Rambo host a panel talk around G-SHOCK and its iconic watches, with streetwear tastemaker Fempv, and founder of LatyasArt, Latya Bennett. They were joined by watch aficionados The Mad Watch Collector and Time Drops’, who both shared their own personal insights and memories, growing up with G-SHOCK’s.
Reflecting on the night, Central Cee shared his thoughts: “I’ve worn G-SHOCKs for years, so the partnership is a natural one for me, and that’s what last night was about - it was good to see you all there. Love.”
Jonny Erazo, Head of UK Marketing at G-SHOCK, echoed this, stating: “Last night was one to remember. As a devoted G-SHOCK fan and wearer, Central Cee perfectly embodies the brand's spirit and hardworking values and having him turn up for a performance was incredible. His album Can’t Rush Greatness is a testament to his creativity, resilience, and authenticity - something we’ve stood for since 1983, and what #BuiltDifferent is all about.”
Central Cee was announced as G-SHOCK’s new European brand ambassador in 2024, coinciding with the launch of the Steel Edition GM-2110 collection, which introduced a refined take on G-SHOCK’s signature toughness. The Resin Icon range has also been relaunched this year as staples of the G-SHOCK brand and as part of the #BuildDifferent campaign. Find out more here.
