Casio and its iconic watch series, G-SHOCK, have carved out a unique position in the global watch market, with their success stemming from a continuous wave of innovation that pushes the boundaries of traditional watchmaking. The story often begins in a quiet yet upscale residential area of Tokyo, where the Toshio Kashio Memorial Museum of Invention—also known as the Casio Museum—sits discreetly. This museum is housed in the former residence of co-founder Toshio Kashio, showcasing his pioneering spirit and inventive ideas.
This belief led to the birth of a major invention in 1957—the 14-A fully electric calculator. With its astounding computational speed and intuitive keyboard design, this calculator revolutionized traditional calculation methods and laid the groundwork for the future of CASIO COMPUTER Co., Ltd. In 1974, Casio made its bold entry into the watch market with the launch of the Casiotron, featuring the world's first automatic calendar function that could adjust for months of different lengths and leap years, showcasing its innovative and revolutionary spirit. Although watches were still considered luxury items at the time, Casio groundbreakingly used plastic to create a durable watch case, paving the way for the later G-SHOCK Strong Philosophy.
G-SHOCK was born in 1983 with a clear purpose: to create a watch that could withstand the toughest conditions. Initially, sales weren’t great, but it unexpectedly gained popularity within the skateboarding culture in the U.S., quickly becoming a symbol of durability and street style. Throughout the 90s, Casio pushed design limits with a series of watches known as From avant-garde designs to bold statements, crazy watches are the ultimate accessory for those who dare to stand out. These timepieces blend art with innovation, turning everyday functionality into a fashion-forward statement. With their eclectic styles and often extravagant designs, crazy watches appeal to the adventurous spirit in all of us, making them must-have items for trendsetters and collectors alike., which incorporated GPS, MP3 players, cameras, and even gaming features. Today, the watch segment contributes around 60% of total revenue, representing a dramatic shift from the early business model that focused primarily on calculators.
Located in Yamagata Prefecture, the factory serves as the heart of Casio's production system, churning out a diverse range of products from high-end wristwatches to Moflin AI pets and musical instruments. While standard components are manufactured in China and Thailand, Yamagata focuses on high-precision processes, featuring a shock-resistant platform and its own Premium Production Line (PPL).
Founded in 2018, PPL is spearheaded by the brand's top-notch Meister technicians who assemble luxury watches. Unlike the method used by Swiss watchmakers, which emphasizes Craftsmanship, Casio adopts a stringent internal certification system, akin to a professional promotion pathway. Only a select few technicians can achieve Meister status, and many high-end models of G-SHOCK are born here. The production line, which takes on a G shape, is informally nicknamed G-Line.
Every G-SHOCK piece embodies the belief of Absolute Toughness and undergoes rigorous tests that other brands struggle to match. In the early days, engineers would toss prototypes from the third floor, while today, impact tests are conducted in a more controlled environment—out of every batch of 500 watches, the first 10 must pass extreme inspections to ensure consistent durability. It's this relentless pursuit of pushing boundaries that has forged the tough image of G-SHOCK.
Between handcrafted precision and automation, Casio has found a clever balance. The Meister line focuses on top-tier craftsmanship, while the classic A159W has been fully machine-made since 2018, excluding the wristband, resulting in a 50% reduction in production costs. This Selective Automation not only boosts production efficiency but also preserves the warmth of manual craftsmanship for its premium models.
Additionally, Casio is strategically integrating AI technology across various business sectors, including innovative consumer products like Moflin, which are powered by AI. Shinji Saito, General Manager of Product Planning, emphasizes that in the future, there may be possibilities for cross-device interconnectivity, such as allowing G-SHOCK to remotely monitor the status of Moflin.
Casio's key application of AI in the watch design process showcases its scale, exemplified by the MTG-B4000. Takahashi Oh, Senior General Manager of the Timepiece Business Unit, emphasizes that AI is not meant to replace human creativity but to enhance its impact. By inputting a vast historical database into AI, the brand enables the system to generate creative designs that designers might never have imagined. At the 2023 Philips auction, the early test model G-D001, crafted from 18K gold, successfully validated the effectiveness of this approach. While AI excels at processing functional specifications, the designs truly worthy of Cool still require human hands to blend various elements and emotions. This collaboration between humans and machines perfectly aligns with Casio's discovered cues philosophy, encouraging curiosity and the brave exploration of the unknown.
With over fifty years of experience in watch manufacturing and 42 years of G-SHOCK history, Casio reveals its obsession with Beyond Timekeeping. Since the launch of the first automatic calendar watch, Casiotron, in 1974, the brand has rapidly expanded its product line. The evolution of digital watches in the '80s and '90s took the spotlight: not only did they feature TV remote controls, but they also included built-in English dictionaries, and the Cyber Cross series showcased infrared battle game watches. Furthermore, Casio introduced the world's first wristwatch MP3 player and concept designs capable of calculating distances on a map. This bold experimental spirit is the best testament to Casio's engagement with its community.
AI is not meant to replace human creativity; it's here to amplify it.
Shinji Saito fully understands the significance of fan engagement, especially in relation to G-SHOCK, where its impact is most pronounced. He mentioned that the popularity of the GA-2100 is a natural response from the market, while the DW-001J-1 from 1994 garnered an internal nickname of Jason due to its resemblance to the mask of a horror movie character. Although these names are unofficial, Saito pointed out that the design team remains highly sensitive to external trends, consistently tracking what’s hot—after all, the success or failure of a timepiece ultimately hinges on consumer choice. This feedback loop means that the People's Choice Watch in the hearts of fans has influenced the brand's development direction.
Saito also expressed his desire to revive the DW-6400, a G-SHOCK model from the 90s that was critically acclaimed but didn't perform well in sales. He joked that he firmly believes this design language laid the groundwork for today's style; this sentiment has also continued into the present, as this model has already been reissued twice.
This internal driving force exemplifies the R&D team's passion for alternative design. Even if it's not immediately favored by the market, it still plays a crucial role in Casio's commitment to its unique DNA and the promotion of new trends. Ultimately, the legacy of G-SHOCK is based on Absolute Toughness, and through designs that balance Functional Beauty with emotional value, wearers can focus on life without worrying about the durability of their timepieces.
