Casio stays true to its core values, pushing boundaries and evolving constantly

The Star

19-05-2025

When watch enthusiasts talk about Casio, which was founded in the western Tokyo borough of Mitaka in 1946, the G-Shock − the undisputed flagship timepiece lineup and the model that put Casio on the map as a dynamic watchmaker − comes to mind.
Not many people are aware, however, that Casio is the world's best-selling watch brand!
It is this endearing tale that Yuki Mutsui, managing director of Casio Malaysia, proudly brings up every time conversation revolves around all things that tick and tell time!
'Why shouldn't I be proud of this fact? After all, the brand has been constantly evolving in tandem with the world today, and this is clearly reflected in its products,' says Mutsui.
'This is especially true with our G-Shock line-up that has a broad range from basic to premium models, each designed to suit different lifestyles and aesthetics.'
Standouts like the 1983's DW-5000C, he explains, are renowned for its shock resistance and lasting appeal, while the F-91W from 1989 is celebrated for its affordability and enduring design.
'Beyond premiumisation, nowadays both our 'Iconic Styles' and the DW-6900 anniversary collections released just this year, take us back to our roots, highlighting the origin of the brand.'
Mutsui says that the brand's 'Iconic Styles' watches are the ones that showcase the most original, raw and foundational design direction from the brand, and are models that defined the essence of the G-Shock name.
'These include the DW-6900 that was the first to feature the brand's signature round case, triple graph display, and front light button; the bold 110 series with its oversized case and layered dial; and the GA-2100, launched in 2019, that offers a slim, compact profile with the same shock resistance that G-Shock is known for,' he says.
'Rather than merely shifting towards premiumisation, our focus is on staying true to our core values: pushing boundaries, embracing toughness and durability, and constantly evolving.
Mutsui says the brand has evolved constantly. — FAIHAN GHANI/The Star
'It's all about the synergy between structure, function, material and design – elements that define every G-Shock timepiece.
'This year, we introduced our latest interpretation: the GA-V01,' says Mutsui.
'It marks a new direction for G-Shock, introducing a completely fresh approach to structure and design.
'One standout feature is the distinctive bumper-style bezel, with wraparound indexes and side buttons that enhance both aesthetics and protection while giving the watch a unique, modern silhouette.
'Another key technical highlight is the Shock Release Hand mechanism.
'This breakthrough uses a magnetic holding structure whereby the circular magnetic hands can release under impact, effectively absorbing and dispersing any shock.
'This not only enhances durability, but also allows for the use of larger, more dynamic hands – something not seen in previous models.
'The result is a timepiece that balances cutting-edge design with enhanced functionality,' he adds.
Beyond the shock-resistant structure is the foundation of Casio G-Shock's success, how the brand has integrated more advanced technologies to meet the evolving needs of today's demanding users.
'Our G-Shock watches have been evolving beyond basic timekeeping for some time now,' says Mutsui.
'For instance, our sports-focused collections like G-Lide, G-Squad and GBD- H1000, are all equipped with features tailored to various activities.
G-SHOCK GA-V01 offers a bold, new analog style.
'For example, the G-Lide is designed specifically for surfers. It provides them with a tide graph, moon data, sunrise/sunset timings and other key indicators essential when out on the water.
'Users can also connect their watches to the Casio Watches mobile app to fully utilise these features and gain detailed tracking and insights.'
'That's why our newer models feature a range of smart functions, including built-in Bluetooth for smartphone connectivity, GPS Hybrid technology, and radio-controlled timekeeping for precise accuracy anywhere in the world.
'For those looking to maintain athletic fitness and performance, they can connect the Casio Watches app to G-Shock models with built-in heart rate monitoring, step tracking, and training analysis functions – bringing sports and smart features together in a durable, stylish package.
'We have also made significant progress in material innovation. Our latest watches incorporate titanium alloy for greater strength and reduced weight, as well as environmentally-conscious materials like biomass plastics.
'Looking ahead, we're constantly exploring new ways to improve both form and function – so fans can expect even more exciting developments in our upcoming releases.'
Having been at the forefront of Casio's growth in both Singapore and Malaysia, Mutsui has observed some interesting similarities and differences between the two markets over the years.
He believes both markets have a genuine appreciation for Japanese quality and precision.
G-Shock continues to perform well, thanks to its durability, evolving features, and versatile design appeal.
The DW-6900 30th Anniversary Casio G-Shock has a very familiar face.
'In both countries, the collector culture is on the rise, especially when it comes to limited-edition releases and collaborative models, appealing to both new buyers and long-time fans.
'We have also noticed differing habits across age groups.
'While younger consumers may prioritise smart features and personal expression, more matured ones gravitate towards timeless design and long-term reliability.'
Mutsui feels the watch scene in this region is both dynamic and increasingly diverse, with plenty of opportunity for growth, innovation and deeper brand connection.
'I'm proud to say that Casio has also evolved accordingly, and now offers a wide range of watches, from the classic Casio F91 to the G-Shock and even the premium MR-G flagship range, catering to different age groups, interests and needs.
'This diversity has helped us build a strong and passionate community, especially around the G-Shock collection.
'As the brand representative in Malaysia, my role is to bridge the market with HQ by sharing local trends with our R&D team while building our brand presence locally.
'This is how we build a deeper connection with our fans. Casio has never stopped evolving since the launch of our watch segment many years ago, and I am especially happy that we continue to resonate with watch lovers across South-East Asia and the rest of the world,' he concludes.