G-SHOCK announce Eberechi Eze as new UK ambassador

G-SHOCK has announced Arsenal and England midfielder Eberechi Eze as its newest ambassador, spotlighting a partnership built around resilience, authenticity and the brand’s ‘Built Different’ ethos.

The partnership celebrates Eze’s rise from youth-level to Premier League and England success, reflecting G-SHOCK’s own reputation for resilience and durability. A lifelong G-SHOCK / Casio fan, Eze’s appointment marks a natural full-circle moment after being spotted wearing a Casio watch at his Arsenal unveiling.

Alongside the announcement, G-SHOCK will support The Eze Foundation through youth community initiatives, launching with a football event for 700 young people. The partnership also spotlights the latest chapter of G-SHOCK’s ‘Icons’ collection, featuring the brand’s signature 5600, 6900 and 2100 series.

“This partnership with G-SHOCK feels natural because I’ve worn the watches since I was young. It’s the watch that everyone wanted growing up and has always been part of my everyday style, whether I’m training, travelling or spending time with family and friends. Growing up in Greenwich makes the GMT connection even more meaningful,” Eberechi Eze, G-SHOCK Ambassador

“We’re incredibly proud to welcome Eberechi Eze as a G-SHOCK ambassador. He represents everything Built Different stands for – resilience, integrity and individuality, while actively inspiring and empowering communities.

Authenticity sits at the heart of every G-SHOCK partnership, and Eze was no exception. Our watches have been on his wrist throughout his journey, so it’s a special moment to be able to bring this full circle and make it official.” Jonny Erazo, Head of B2C Marketing

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