G-SHOCK Taps XG’s Global Beat for New Watch Collaboration

TOKYO, Japan – May 29, 2026 – Casio Computer Co., Ltd. is synchronizing its legendary toughness with the rhythm of global pop culture, announcing the release of two new G-SHOCK watches in collaboration with the seven-member hip hop and R&B group, XG. The new models, the GM-S5600XG and GMA-S110XG, represent the first product partnership between the iconic watchmaker and the music group, who were appointed as G-SHOCK brand ambassadors in July 2025. The collaboration channels the “boundary-pushing spirit” of both brands, translating XG’s unique artistic vision into tangible, wearable art.

Consisting of members JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, and COCONA, XG has rapidly carved out a unique space in the global music scene. Pioneering a genre they call “X-POP,” the group blends hip-hop and R&B with a genre-defying style aimed at empowering a worldwide audience. This ethos aligns seamlessly with G-SHOCK, a brand that has spent decades defining itself by its shock resistance and distinctive design, making the partnership a natural and strategic fit.

A Strategic Alliance in Youth Culture

This collaboration is more than just a new product launch; it’s a calculated move by Casio to deepen its connection with a younger, globally-minded demographic. For decades, G-SHOCK has maintained its cultural relevance through high-profile collaborations with artists, streetwear brands like BAPE, and cultural icons. The partnership with XG is the latest evolution of this strategy, tapping into one of the most dynamic forces in contemporary music.

XG's influence is undeniable. The group's debut full-length album, “THE CORE - 核,” made a significant impact by entering the U.S. Billboard 200 chart, a major milestone. Their music resonates globally, evidenced by their sold-out dates on their second world tour, “XG WORLD TOUR: THE CORE,” which spans Asia, North America, and Europe. With a massive digital footprint that includes over 4.8 million YouTube subscribers and 3.3 million Instagram followers, XG provides a direct channel to a passionate and engaged fanbase, known as ALPHAZ.

The groundwork for this release was laid when XG was named a G-SHOCK global ambassador in July 2025, an announcement that was met with widespread enthusiasm from fans who saw the pairing as a perfect match for the group’s futuristic and powerful aesthetic. This new release capitalizes on that momentum, solidifying G-SHOCK’s position not just as a timepiece manufacturer, but as an active participant in the cultural conversation driven by music and fashion.

Designing the XG Worldview

Each of the two new models was designed to be a distinct embodiment of XG’s multifaceted identity, using innovative techniques and materials to bring their “worldview” to life.

The GM-S5600XG builds on the foundation of the classic 5600 line, which inherits the iconic square form of the very first G-SHOCK. Its most striking feature is the watch glass, which is finished with a rainbow vapor deposition. This advanced process creates a unique color gradient on every single watch, meaning no two are exactly alike. The colors shift and shimmer depending on the viewing angle, a design choice meant to reflect the diverse talents and multifaceted nature of XG. This high-tech finish is elegantly contrasted by a chic black band and bezel made from bio-based resin, making the watch both a statement piece and a versatile accessory for daily wear. The compact GM-S case is designed to fit a wider range of wrists, aligning with modern preferences for unisex styling. The XG logo is subtly engraved on the case back and printed on the dial and band loop, marking it as a special edition.

In vibrant contrast, the GMA-S110XG captures the high-energy, pop-infused side of the group. Based on the popular 110 series known for its dimensional, layered dial, this model features a vivid pink band and bezel. These components are crafted using Garal color molding, a technique where resins of different colors are mixed to create a one-of-a-kind marbled pattern. This design evokes the energetic vibe of 1990s R&B and pop culture, a key influence in XG’s music. The dial itself is treated with a polarized finish, causing its colors to change dynamically as the wrist moves. This complements the marbled resin, creating a timepiece that is constantly in flux. As with its counterpart, the XG logo adorns the dial, band loop, and case back, completing the collaborative design. Both watches will be delivered in special XG-branded packaging, enhancing their appeal to collectors and fans.

From Stage Presence to Style Statement

This collaboration solidifies XG's evolution from a musical act to a full-fledged lifestyle and fashion icon. For their fanbase, the watches offer a way to connect with the group’s identity on a personal level, transforming a functional accessory into a piece of wearable fan merchandise. The designs align perfectly with the preferences of the Gen Z market, which values authenticity, self-expression, and products with a compelling story.

The pricing strategy further underscores this market awareness. With prices in Japan set at approximately ¥36,300 (around $228) for the GM-S5600XG and ¥25,300 (around $158) for the GMA-S110XG, the watches are positioned as an accessible luxury. They offer the prestige and durability of the G-SHOCK brand combined with the cultural cachet of XG, without entering the prohibitive price range of high-end collector's items. This approach caters to a generation that seeks value and status but is also discerning about cost.

By integrating features like bio-based resins, Casio also subtly appeals to the growing environmental consciousness of younger consumers. This fusion of heritage, innovation, and cultural relevance is what continues to set G-SHOCK apart in a crowded market. The initial release in Japan will be handled via a lottery system due to expected high demand, with a wider release across Asia and the rest of the world scheduled to follow in the coming months. The collaboration stands as a testament to how legacy brands can stay vibrant and relevant by synchronizing their rhythm with the pulse of global youth culture.