Casio Announces XG as Global Ambassador for G-SHOCK Brand

XG, The Global Girl Group Taking the World by Storm

DOVER, N.J., July 1, 2025 /PRNewswire/ -- Today, Casio America, Inc. announced the appointment of the internationally acclaimed hip hop / R&B girl group, XG, as the global ambassador for the G-SHOCK brand of shock-resistant watches.

Known for its bold music and powerful performances, XG consists of seven members; JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, and COCONA. The name XG stands for "Xtraordinary Girls," reflecting their commitment to empowering people from all walks of life around the world through a genre-defying style that breaks conventions. With a strong global following, especially among younger people, XG is rising as a new force in international music and culture.

Having pioneered a new music genre called "X-Pop," XG is breaking away from the conventions of J-Pop and K-Pop to create a style of 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.

To celebrate the partnership, a special website will showcase key visuals and 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. Art direction came from YAR, the creative team led by YOSHIROTTEN — one of Japan's most promising rising artists — and delivered a bold and energetic visual experience.

 "G-SHOCK watches always remind us of how we never gave up on chasing our dreams, even when things got tough." Said XG. "It gives us the courage to keep going and keep challenging ourselves. XG-SHOCK, let's go!"

Additional key visuals and content will be released over time as G-SHOCK continues to share its world in collaboration with XG.

For more information on this announcement visit the XG landing page on gshock.casio.com/us.

About G-SHOCK
CASIO's shock-resistant G-SHOCK watch is synonymous with toughness, born from the developer Mr. Ibe's dream of 'creating a watch that never breaks'. Over 200 handmade samples were created and tested to destruction until finally in 1983 the first, now iconic G-SHOCK hit the streets of Japan and began to establish itself as 'the toughest watch of all time'. Each watch encompasses the 7 elements; electric shock resistance, gravity resistance, low temperature resistance, vibration resistance, water resistance, shock resistance and toughness. The watch is packed with Casio innovations and technologies to prevent it from suffering direct shock; this includes internal components protected with urethane and suspended timekeeping modules inside the watch structure. Since its launch, G-SHOCK has continued to evolve, continuing to support on Mr. Ibe's mantra "never, never give up." www.gshock.casio.com/us/ 

About XG

XG is a seven-member hip hop / R&B girl group consisting of members JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, and COCONA. They made their debut in March 2022 with their first single, "Tippy Toes." The group's name, XG, stands for "Xtraordinary Girls" and reflects their commitment to empowering people from diverse backgrounds around the world through their boundary-defying music and performances.

XG has 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. In November 2024, their second mini-album, AWE, marked their first appearance on the Billboard 200 album chart. XG launched their first world tour, XG 1st WORLD TOUR "The first HOWL," in 2024, performing 47 shows across 35 cities before concluding at Tokyo Dome on May 14, 2025. In April 2025, they also became the only Japanese act to perform at the Coachella Valley Music and Arts Festival, where they closed the Sahara Stage and received high praise from both domestic and international media.

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Sue VanderSchans / Cecilia Lederer
CASIO AMERICA, INC.
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SOURCE Casio America, Inc.