G-SHOCK Unveils New Collection with Ambassador Artie 5ive
G-SHOCK has officially announced a new partnership with Italian artist Artie 5ive, launching a campaign that celebrates resilience and roots.
G-SHOCK continues to solidify its presence within the music industry, officially announcing its latest brand ambassador: the rising artist Artie 5ive. This collaboration is built upon a shared philosophy of endurance and authenticity, pairing the watchmaker’s reputation for rugged innovation with the artist’s journey of overcoming obstacles to achieve success.
The partnership is centered around the concept of being “unbreakable.” For both G-SHOCK and Artie 5ive, this term does not imply an avoidance of life’s challenges, but rather the ability to absorb shocks and transform them into meaningful opportunities. This narrative is captured in their new storytelling project, titled “THE 5IVE GREATEST HITS.”
The campaign takes viewers on a visual journey through Milan Bicocca, specifically highlighting the iconic “5 streets of Bicocca.” These locations serve as more than just a backdrop; they represent the artist’s formative years and the roots that continue to ground his creative output. By blending video and photographic storytelling, the campaign offers an intimate look at the man behind the music, revealing the personal anecdotes and emotional depth that define his career.
The collaboration is further supported by a series of visuals that showcase the artist wearing key pieces from the brand’s latest lineup. The collection features a mix of classic best-sellers, including the GM-2100 and GA-2100, alongside new additions from the Spring/Summer 2026 collection. These timepieces are presented as a fusion of style, innovation, and the enduring DNA that G-SHOCK is known for.
