HIPHOP/R&B-inspired girl group XG has been appointed the new global ambassador for G-SHOCK, Casio’s iconic line of shock-resistant watches.
Rising from breakout rookies to global icons, XG — the powerhouse seven-member group made up of JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, and COCONA — continues to redefine the global music scene with their genre-breaking artistry and fearless spirit.
Since their debut in March 2022 with the single “Tippy Toes,” XG has charted a trajectory that’s anything but typical. From becoming the first Japanese act to top Billboard’s Hot Trending Songs chart powered by Twitter, to landing on the cover of Billboard magazine, the group has been making history with every move.
In 2025, XG cemented their place on the world stage with a landmark performance at the Coachella Valley Music and Arts Festival, becoming the first Japanese artist to headline the Sahara Stage. The performance captivated audiences and drew international acclaim, reinforcing their status as a boundary-defying global act.
Their debut world tour, XG 1st WORLD TOUR “The first HOWL,” saw them perform 47 shows across 35 cities in 18 countries and regions, culminating in a triumphant, sold-out finale at Tokyo Dome on May 14, where 50,000 fans gathered to witness a moment that echoed across music history.
X-POP Meets G-SHOCK: A Collaboration Born from Breaking Limits
Forging their own lane with a sound they call X-POP — a fusion of global influences that transcends the boundaries of J-POP or K-POP — XG embodies the same spirit of innovation, resilience, and design-forward thinking that defines G-SHOCK.
With its legacy built on shock resistance, toughness, and distinctive design, G-SHOCK saw in XG the perfect expression of its bold, no-compromise DNA. The result? A high-voltage partnership with XG stepping into the spotlight as G-SHOCK’s newest global ambassadors.
No Destination: A Shared Journey into the Unknown
To celebrate the partnership, G-SHOCK has launched a special campaign site featuring exclusive imagery and a cinematic promo video. Under the bold slogan “No Destination,” the campaign captures the limitless energy and forward drive that both XG and G-SHOCK represent — moving without boundaries, rewriting the map as they go.
The campaign’s creative direction was led by YAR, the creative collective helmed by visionary Japanese artist YOSHIROTTEN, known for their vibrant, future-forward aesthetic. The visuals embody movement, momentum, and an unwavering push into uncharted territory.
XG on the Collaboration
“Whenever we see a G-SHOCK, it reminds us of the version of ourselves that chased our dreams and didn’t give up, even when things got tough.
It gives us the courage to keep going!!!
XG-SHOCK Let’s Go〜!”
A New Chapter Begins
As the collaboration unfolds, fans can expect exclusive content, never-before-seen visuals, and more high-impact campaigns from this boundary-breaking partnership. Together, XG and G-SHOCK are redefining what it means to push forward — not toward a destination, but toward limitless possibility.
📲 Stay tuned for updates and new drops across G-SHOCK and XG’s official platforms. The journey has just begun.
