Casio and its iconic G-SHOCK brand have carved a unique space in the world of watches, thriving on a legacy of relentless innovation that began far from traditional horology. This story starts in an unexpected place: a quiet, upscale neighborhood in Tokyo, where the Toshio Kashio Memorial Museum of Invention (also known as the Casio Museum) is located. Situated in co-founder Toshio Kashio’s former home, the museum is a testament to his motto, “creating something from nothing.”
This ethos led to their first major invention, the 1957 14-A all-electric calculator. This desk-sized machine revolutionized calculation with its speed and intuitive keypad, laying the foundation for CASIO COMPUTER Co., Ltd. After dominating the pocket calculator market, Casio made a pivotal move into watches in 1974 with the Casiotron. This timepiece was revolutionary for its era, featuring the world’s first auto-calendar function that automatically adjusted for varying month lengths and leap years. Despite initial resistance from a market accustomed to watches as luxury items, Casio’s pioneering use of plastic for its durable design ultimately paved the way for the G-SHOCK’s distinct approach to toughness.
The G-SHOCK, launched in 1983, was envisioned as an unbreakable watch. It initially had slow sales until its unexpected popularity among U.S. skaters turned it into an icon of toughness and style. Throughout the 1990s, Casio pushed boundaries with “crazy watches” that integrated GPS, MP3 players, cameras and even gaming functions. Today, the watch business is Casio’s largest sales contributor, accounting for around 60% of total sales — a significant shift from its early days dominated by calculators.
At the heart of Casio’s manufacturing is its Yamagata factory, a mother facility that produces everything from premium watches to the Moflin AI pet and musical instruments. While general components are made in China and Thailand, Yamagata is engineered for precision, featuring earthquake-resistant platforms and a dedicated Premium Production Line (PPL).
Established in 2018, the PPL is where Casio’s elite Meister technicians assemble premium watch models. Unlike the artisanal approach of Swiss watchmaking, Casio’s system is a strict internal certification that feels more like a professional career path. Meisters hold the highest rank, a title reserved for a handful of highly skilled individuals who have passed rigorous internal exams. Notably, many of G-SHOCK’s premium timepieces are born from the PPL assembly, where the production line is shaped like a “G,” giving it the nickname “G-Line” within the company.
Every G-SHOCK watch is built to uphold its “absolute toughness” ethos, enduring rigorous testing few other brands perform. Early tests involved watches being thrown from third-floor windows, but today, the first 10 pieces from every 500-lot undergo more controlled, powerful testing to ensure consistent durability. This commitment to extreme resilience is what has made G-SHOCK a symbol of ruggedness.
In contrast to human-led precision, Casio’s approach to automation and AI integration strikes a strategic balance. While Meisters craft premium products, the A159W watch model stands as a testament to their automation capabilities. Since 2018, this watch is entirely machine-manufactured (excluding the bracelet assembly), leading to a remarkable 50% reduction in production costs. This selective use of automation highlights Casio’s capacity to streamline production for efficiency while preserving the human touch for its most exclusive timepieces.
Beyond physical automation, Casio is strategically integrating AI into various facets of its business. This includes new products like Moflin, which represents a venture into AI-driven consumer goods. The company’s vision, according to Shinji Saito, General Manager of Product Planning, includes the possibility of cross-device communication, where a G-SHOCK could one day monitor a Moflin’s status remotely.
However, Casio’s most significant AI application is in its AI-assisted design process for watches like the MTG-B4000. Takahashi Oh, Senior General Manager of Casio’s Timepiece Business Unit, explains that AI isn’t meant to replace human creativity but to enhance it. The company feeds its vast historical data into AI to generate “expressive ideas” that designers might not have considered — an early test on the 18k yellow gold ref. G-D001 for a 2023 Philips auction confirmed this. While AI excels at functional specifications, the human touch is essential for combining elements and incorporating the ergonomics and emotional feel that make a design truly “cool.” This human-AI collaboration aligns with Casio’s “discovered cues” philosophy — preserving curiosity and pursuing the unknown.
With over 50 years of watches and 42 years of G-SHOCK history, Casio’s archives reveal a commitment to pushing boundaries beyond simple timekeeping. From the first 1974 Casiotron with its auto-calendar, the brand quickly diversified. The evolution of digital watches included bizarre yet innovative creations throughout the ’80s and ’90s: watches that doubled as TV remote controls, models with built-in dictionaries, and even game watches like the “Cyber Cross” series that allowed friends to play against each other via infrared. Other inventions included the world’s first watch-type MP3 player and a watch that could estimate distances on a map. This extensive product development reflects Casio’s history of unconventional offerings. It’s also this experimental approach that underscores a unique relationship with its community.
“AI isn’t meant to replace human creativity but to enhance it. ” – Takahashi Oh
Shinji Saito, General Manager of Product Planning, acknowledges the power of fan engagement, particularly for G-SHOCK. He notes that the immense popularity of the GA-2100 was a natural market reaction. Similarly, the DW-001J-1 from 1994 is nicknamed “Jason” for its resemblance to the horror movie character’s mask. While these names aren’t official, Saito says designers are “really tuned in to what’s going on out there.” They track trends, but ultimately, consumers decide a timepiece’s success. This dynamic highlights a feedback loop where fan-dubbed icons influence the brand’s direction.
Saito’s desire to revive the DW-6400 “Gundam” G-SHOCK from the ’90s, despite its initial market failure, perfectly illustrates this dynamic. He believes “only Casio can produce a watch like this” because of its bulky, unique aesthetic, which he feels helped pave the way for today’s designs. This sentiment also applies to the “Jason” model, which Casio has revived twice.
This internal dynamic shows that R&D’s enthusiasm for unique designs, even those without immediate success, is vital to maintaining Casio’s distinct identity and sparking new trends. Ultimately, G-SHOCK’s legacy is built on a philosophy of “Absolute Toughness,” delivering “functional beauty” and emotional value to users who can focus on their lives without worrying about their watch.
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