Not every brand reaches the momentous 40th anniversary and G-SHOCK have celebrated the landmark figure throughout 2023 with a string of collaborations and new models. Embodying the spirit of G-SHOCK’s Built Different campaign, the brand partnered with Peckham’s raw radio station sensation, Victory Lap, on a series of activations to continue marking the milestone.

Orchestrating an activation like never before, G-SHOCK and Victory Lap linked up with artist and one of 2023’s most influential figures, Slawn, for a thrilling, unparalleled experience in Slawn’s Helicopter Heist. Taking to the London skyline, G-SHOCK fans and enthusiasts were encouraged to hit London’s streets in search of the G-SHOCK chopper, earning the chance to a win a coveted, exclusive piece of art.

Partnering with Victory Lap again, G-SHOCK brought back the eagerly anticipated G-SESSIONS series, delivering an extraordinary 40th-anniversary celebration show featuring live performances from rising artists, BXKS, Ayrtn and Rushy.