British entrepreneur Steven Bartlett has been announced as an ambassador for G-SHOCK, fronting a campaign for the GM-B2100 watch.

The Diary Of A CEO podcast host commented 'I care about a watch representing who I am and my personality, when I look at these watches there’s a rawness of both the materials and the design that makes me resonate with it as a person. There’s something about the authenticity of it and I think generally this collection has some very stylish pieces within it'.