G-SHOCK announces a collaboration with Central Cee’s streetwear brand Syna, applying the West London rapper’s design to the 6900 model he wears regularly. The limited edition watch drops in November following the Saturday, 25 October announcement. Central Cee became G-SHOCK’s European ambassador in 2024, and the Syna partnership extends that relationship into product design rather than endorsement alone.
The 6900 case receives deep Bordeaux red color treatment inspired by vintage British passports. Central Cee selected the shade after completing a sold out world tour where travel documents became daily items. The Syna logo appears engraved on the caseback as permanent branding. A second logo reveals itself on the dial when the backlight activates, creating a hidden signature visible only when the wearer checks time in darkness.
Central Cee states he has worn G-SHOCK since childhood, calling the 6900 his daily choice. The quote positions the collaboration as authentic preference rather than commercial arrangement. The 6900 launched in 1995 as part of G-SHOCK’s expansion beyond the original 5600 square case, introducing the wider case and additional subdials that became signature elements for the reference.
Syna launched as Central Cee’s fashion outlet, building a following through ties to his music releases and cultural references in the designs. The brand describes itself as a community bridging music and fashion, selling through its own channels rather than traditional retail distribution. The G-SHOCK collaboration marks Syna’s first partnership with an established watch brand.
Jonny Erazo, Head of UK B2C Marketing at G-SHOCK, describes Central Cee as embodying resilience, creativity and culture shaping that aligns with G-SHOCK values. The statement positions the collaboration within G-SHOCK’s broader strategy of partnering with musicians and artists who wear the brand authentically rather than pursuing celebrity endorsements.
The watch sells through G-SHOCK retailers and the brand’s Carnaby Street London flagship when it drops in November. G-SHOCK has not announced production numbers for the limited edition or specific retail pricing. The collaboration targets the intersection of Central Cee’s music audience and G-SHOCK’s existing customer base.
