Central Cee & G-SHOCK Are Built Different

Last night, G-SHOCK threw an extravagant soirée in London to celebrate their “#BuiltDifferent” campaign, with Central Cee making a surprise appearance.

“#BuiltDifferent” is a clever slogan for G-SHOCK to use. Sure, there must be all sorts of technical nuances that set the brand apart from its competitors. But there’s also a parabolic sentiment—no other watch company would casually and secretively bring out the UK’s biggest rapper.

It’s late March—the hottest day of the year so far. The people of London are out in their droves, enjoying some thirsty Thursday refreshments and the glorious prospect of work from home Friday. There’s plenty to do on an evening like this, but not much could be more exciting than what’s about to occur at The Steel Yard, a riverside enigma hidden a stone’s throw away from Bank station.

G-SHOCK is a revered watch brand that dates back to the early eighties and has become a stalwart of popular culture; a go-to staple for leading figures in fashion, sport, music and more, and is grounded in ideals of individuality, ambition and persistence. Tonight, it hosts one of London’s most exclusive parties to celebrate their #BuiltDifferent campaign.

Sliding through the guest list entry with no loss but a half empty pack of chewing gum (gutting but we move), I’m unleashed within a world of buzzing luxury. It’s my first time at the venue, and it’s immediately impressive; G-SHOCK’s logo sprawls cross the archways, there’s a graffiti wall, and even a tooth gem station—I’m tempted, but there’s bigger fish to fry.

Grabbing a drink at the bar, I find the main venue room to be filling up nicely with high profile attendees—influences, musicians, industry experts, etc. Throughout the next few hours, there’s a plethora of entertainment occurring on the stage. There’s eclectic and party-starting DJ sets from London A-listers Ella DHC, Jeeniius and Aychibs, and a thought-provoking panel hosted by cultural figurehead Rambo, who is accompanied by four watch experts discussing their unique perspectives on the G-SHOCK brand.

An hour or two down the line, there’s performances from internationally renowned artists MV Killa, Theodora and Frenna, who raise the temperature and energy tenfold. Nando’s are on hand to supply the VIP guests with some nutritional goodness, the perfect compliment to the triumphant tone of the night.

As the midnight close time draws in, there’s one more major surprise, and the moment that everyone in the building has been waiting for. Last year, West London rapper Central Cee was announced as G-Shock’s new European brand ambassador, aligned with the launch of the Steel Edition GM-2110 collection, a drop that merged the sleek with the sturdy. Now, he’s making a shock appearance on stage.

The crowd naturally goes wild for the rapper, who cemented his name as one of current British music’s biggest musical exports with his critically-acclaimed debut album, Can’t Rush Greatness. Cench delivers three classics—“UK Rap”, “Sprinter” and “BAND4BAND”, before posing for a few shots and disappearing off into the night; no doubt deep in preparations for his April-beginning world tour.

“I’ve worn G-SHOCKs for years, so the partnership is a natural one for me,” he reflects after. “And that’s what last night was about—it was good to see you all there. Love.”

There’s a shiver down my spine as I stroll back to Bank station—the heat of the day has been replaced by a moderate chill. The thrill of the evening keeps me warm though. Continuing to stamp their name within the watch stratosphere, G-SHOCK are unique and precise in their message, and delivered the goods tonight. They are, simply, built different.