G-SHOCK has always stood for toughness.
But in 2025, that toughness takes a new shape—one with seven unapologetic voices, bold choreography, and global influence. Meet XG, the Japanese-Korean girl group rewriting the future of pop culture and now, rewriting the rules of what it means to wear a G-SHOCK.
In their latest campaign titled No Destination, the group—JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA and COCONA—steps into the spotlight not only as performers, but as visual storytellers, each styled with a timepiece that doesn’t tick to tradition. It’s about tempo, texture and tenacity. A G-SHOCK watch, on these girls, becomes more than an accessory—it becomes a declaration.
Grit Meets Gloss: The Watches That Made the Cut
Each member of XG brings a distinct attitude to their look, and the timepieces they wear match that energy. For JURIN’s slick, structured confidence, the GA-2100-1A1—G-SHOCK’s signature matte black model with its octagonal bezel—projects strength and sophistication. It’s sleek, minimal and unapologetically sharp.
CHISA and HINATA wore the GMA-P2100PC, a silvery silhouette punctuated by a polarised, iridescent face that changes hue depending on the light. It’s the watch equivalent of a mic-drop moment—understated until it hits the spotlight, and then unforgettable.
MAYA embraced the GMA-P2100ST, finished in a pearlescent shine that speaks in layers—just like her voice. Meanwhile, HARVEY’s choice, the DW-5600UBB-1, draws from G-SHOCK’s classic digital shape but strips it back in matte black minimalism. It’s the type of watch that doesn’t beg for attention, but commands it.
Why XG Was the Perfect Choice
Let’s be honest—this wasn’t just a smart campaign move. It was a cultural reset. In a world where female pop groups are often reduced to visuals and vocals, XG brings something the industry craves: precision. Not just in dance, not just in delivery—but in identity.
Their energy aligns effortlessly with G-SHOCK’s heritage—durable, distinctive, and entirely their own. They’re not performing toughness; they’re living it. This collaboration doesn’t feel manufactured. It feels magnetic.
The campaign visuals, directed by Japan’s multi-hyphenate creative YOSHIROTTEN, channel a futuristic realism—a cinematic rush of neon, steel and shadows. The girls don’t wear the watches; they inhabit them. The watches, in return, reflect their individuality.
From Streetwear Staple to Style Symbol
G-SHOCK’s reputation has always rested on resilience. But the design? It’s always been quietly revolutionary. With XG fronting this new global chapter, the message is clear: the future belongs to those who know how to wear time on their own terms.
And for the style-obsessed among us, it’s a welcome shift. These watches are no longer reserved for the gym or skatepark. They’re being worn with corseted jackets, pleated minis, structured blazers, futuristic sneakers and even with opera gloves. (Yes, really.)
Where We Go From Here
The union of G-SHOCK and XG arrives at a turning point in the fashion and pop zeitgeist. Gen Z isn’t just seeking icons—they’re looking for authenticity, style, and substance in one frame. XG delivers that, and G-SHOCK gives them the platform to prove it.
In their own words: “We want to express how each of us continues to take on challenges and how we’ve never given up on our dreams,” the group said in a joint statement. If the past few years have been about being seen, this new phase is about being remembered.
And what better way to mark the moment than with the tick of a G-SHOCK?
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