Central Cee Stars in Latest Instalment of G-SHOCK's #BuiltDifferent campaign

Central Cee continues his ongoing collaboration with G-SHOCK, starring in the latest instalment of the brand’s #BuiltDifferent campaign.

Produced by Actually Creative, the visionary team behind Cortiez, the new spot captures Cench in his element, touching down at the airport in effortless style. While his signature swagger is unmistakable, it’s the DW-5600RL-1ER from G-SHOCK’s Icons collection that steals the scene.

In a tongue-in-cheek sequence, the rapper breezes through security, casually slipping off his oversized gold chain before sending his bags through the scanner. But when it comes time for passport control, the officer is so captivated by Cee’s watch that the usual checks go out the window, a subtle nod to G-SHOCK’s status as a true cultural symbol.

Watch here: