Williams received sponsorship from Casio's G-Shock brand around 2009 and has released two signature watches with the company. In a 2012 promotional video Williams explained his decision to represent G-Shock: "The reason I identify with G-Shock? The toughness, the street credibility, the colorways, the ethics, and the legacy is, is definitely what I would want to be in my brain when I think of G-Shock—complements everything I've done in my career." Williams represented the G-Shock brand in January 2013, visiting Berlin, Germany as an ambassador during the brand's thirtieth anniversary celebration, whereby it opened a "pop-up" store in the European city.