- Casio has announced two new G-SHOCK watches (the GM-S5600XG and GMA-S110XG) created in direct collaboration with XG, the seven-member Japanese hip hop and R&B group.
- XG was named global ambassador for the G-SHOCK brand in July 2025, making this limited edition drop the first co-designed product from that partnership.
- The GM-S5600XG features rainbow vapor-deposited glass and an iridescent color-shift effect, while the GMA-S110XG uses Garal color-molded resin to deliver a vivid marbled pink design nodding to 1990s R&B aesthetics.
- XG is currently on their second world tour, "The Core," which kicked off in February 2026 following the January 2026 release of their debut full-length album.
Casio Computer Co., Ltd. announced on May 28, 2026 the release of two new G-SHOCK collaboration watches featuring XG, the GM-S5600XG and GMA-S110XG.
The drop marks the first co-designed product since Casio appointed the seven-member group as G-SHOCK’s global ambassadors in July 2025, launching around the “No Destination” campaign slogan.
The GM-S5600XG is built on the iconic 5600 line and features rainbow vapor-deposited glass that shifts color by viewing angle, while the GMA-S110XG stands out with a vivid pink marbled finish crafted using Garal color-molding techniques, a nod to the energetic vibe of 1990s R&B. Both models carry the XG logo on the dial, band loop, and case back.
On the brand side, G-SHOCK has a consistent track record of music-driven collaborations. In February 2024, Casio released watches in partnership with K-pop girl group ITZY, whom the brand had signed as ambassador in 2023.
More recently, in a move similar to J Balvin’s G-SHOCK limited edition collaboration, Casio also announced in February 2026 an ambassador partnership with pro skateboarder Yuto Horigome.
For XG, the G-SHOCK deal fits into a growing brand portfolio. The group serves as ambassadors for ANESSA, the Shiseido-owned sunscreen brand, and previously partnered with McDonald’s Japan.
The watch drop arrives as XG rides peak momentum: they became the first Japanese artists to perform on the main stage at Coachella in 2025 and their mini-album “Awe” entered the Billboard 200.
Their debut full-length album “The Core – 核” was released January 23, 2026, followed immediately by the launch of “The Core” world tour in February 2026.
Just as Erling Haaland’s Breitling Chronomat collaboration signals a wider shift of athletes and artists entering premium watch culture, XG’s G-SHOCK collab underscores how global stars are becoming legitimate forces in the watch accessories space.
Takeaways
This isn’t just a merch drop, it’s a statement. XG landing their first co-designed G-SHOCK watch less than a year after being named global ambassador is unusually fast for a brand of Casio’s scale, and it signals just how serious G-SHOCK is about capturing the Gen Z and millennial female market in Asia and beyond.
The 1990s R&B aesthetic on the GMA-S110XG is a deliberate creative signal, XG isn’t just a K-pop adjacent act wearing watches for a photoshoot. They’re actively shaping the visual language of the product.
And with “The Core” world tour currently running across Asia, North America, Europe, and Australia, the timing of this drop gives G-SHOCK a live global stage that money typically can’t buy.
With G-SHOCK having now backed both ITZY and XG as ambassadors, is the brand deliberately building a female-led music strategy in Asia? Could this limited edition collaboration expand into a permanent XG x G-SHOCK product line given the strength of their ongoing ambassadorship?
