Central Cee’s front row appearance at Louis Vuitton’s show last week during Paris Fashion Week caused quite a stir. Unsurprising really as there was a lot going on: he was greeted by ‘Espresso’ star Sabrina Carpenter (boyfriend Barry Keoghan had asked her to go say hi) and whipped out his Nintendo DS, which the pair duly played with.
But what caught our attention wasn’t Carpenter’s white Louis Vuitton menswear, the British rapper’s fit (a full tracksuit, skullcap and LV sneakers) or the gaming moment. It was the Casio G-Shock DW-6900 watch on his tattooed wrist, a 25th anniversary limited-edition model with a translucent band and color gradation face that changes when the light hits. (He’s sporting it in his ‘One Up’ video, amongst other iced-out timepieces and jewels).
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G-Shock enthusiasts—of which there are many—agree Central Cee’s DW-6900 is very much a celeb favorite. “It exudes coolness due to the varied color schemes and collaborations, yet still offers functionality with various time modes and famed triple graph design,” says collector Neil George. “It’s a watch that, since the ’90s has certainly had huge celebrity appeal.” (Tom Cruise wore a black DW-6900 in Mission Impossible 2.)
As Central Cee’s success grows exponentially, so does his tasteful watch collection: it includes a few Rollies (he wore a rose gold Rolex Day-Date with a green dial in the video for his collab song with Drake), a baby blue Richard Mille RM-011 and an Audemars Piguet Royal Oak Perpetual Calendar to prove he knows about watches.
“He’s got all sorts of money, but it’s nice to see him keeping it real,” says G-Shock collector Andy McIntyre. “He’s 26 and living his best life. He has a few different colors of G-Shock, as all rappers and stars do,” like Pharrell’s blinged-out G that Kim Kardashian bought for a hefty sum. “Central Cee wears his G-Shocks with his crazy fits, like his all-pink outfit with the matching pink square. It’s cool to see.”
But what makes the trusty pop culture staple so appealing? “It’s very collectible, very fun, very simple. And G-Shock gives you a common link to all these celebs that wear them. You can get the same look for £60, £70, or £80. For that amount, you get the basic, no-frills G that will last forever, which is basically the same as Central Cee is wearing,” adds McIntyre. “That’s why it’s popular, it’s affordable but cool.”
Safe to say then that the DW-6900 will be this summer’s flex. “For me, it’s the model’s ability to be the most basic and simple of watches in one release, yet, in another release, be the most colourful and eye-catching,” adds George.
McIntyre agrees. “That’s it with G-Shock, you can pick and choose, you can get all different colours. Other releases in green, pink or white are super bright and blingy for the summer, but also for just over $100 you get a watch that’s going to match your outfit, and it’s nice and chunky. It gives a bit of color, bit of shine, it’s a decent fashion accessory.” And the tough timepicee will survive sand, sun and seawater.
If you’re lucky, you miiiiiight be able to get your hands on Central Cee’s anniversary model. But failing that, the beauty of G-Shocks is there’s a wealth of others—whether or not you want to double up on Central Cee’s look with a Nintendo DS is entirely your call.
This story originally appeared on British GQ with the title ‘Why Central Cee’s affordable G-Shock is the ultimate summer watch flex’
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