Casio launches its first automatic timepieces

Fashion Network

7 hours ago

Casio, the iconic Japanese brand founded in Tokyo in 1946 and renowned for its innovation across watches, calculators, cameras, musical instruments, and projectors, is entering a new chapter with the launch of its first automatic timepieces. The debut features five interpretations of the 'EFK-100' model, introduced under the brand's Edifice collection.
'There's no denying that automatic movements are attracting growing interest among Italian consumers—especially among traditional adult buyers, but increasingly among younger audiences as well,' said Alessandro Trucillo, head of the watch division at Casio Italy, in an interview with FashionNetwork.com. 'That shift is largely thanks to social media creators who've made this type of watch more accessible and engaging. Two out of every ten watches sold in Italy are Casio, so we already have a strong fan base. But we asked ourselves—why should those loyal customers have to turn to other brands when they decide to buy an automatic? That question drove the creation of this new collection and marks our entry into an entirely new segment.'
The 'EFK-100' collection includes five unisex automatic models—true to Casio's inclusive identity. Two of them, the EFK-100CD and EFK-100XPB, feature forged carbon dials, created by blending carbon fiber with resin and compressing it under high temperature and pressure. The result is a one-of-a-kind surface texture for each watch. The lead models are built with solid stainless steel cases and bracelets, scratch-resistant sapphire glass, and water resistance up to 10 bar. The automatic movement offers a power reserve of approximately 41 hours and is housed in a screw-down transparent case back that reveals the mechanism inside. A deployant clasp completes the construction.
'The collection is made up of four plus one models, because the EFK-100XPB—with its all-black aesthetic and forged carbon case and dial paired with an ultra-soft urethane strap—will be distributed in limited quantities,' Trucillo added. 'Our aim is to widely distribute the stainless steel models, while keeping the more niche XPB model exclusive. Priced at €449 (compared to €279 for the others), we believe it speaks to a more passionate group of fans—those who specifically want a strap over a bracelet.'
Rounding out the 'EFK-100' range are three automatic models in blue, green, and white. These dials recreate the visual texture of forged carbon using a refined electroforming technique.
'Casio has never been retail-focused—we've always leaned toward wholesale distribution,' Trucillo continued. 'We don't believe in restrictive, exclusive retailing. Our goal is for customers to be able to find our watches easily, even years after launch.'
Nonetheless, Casio does operate a mono-brand store in Milan. Globally, there are around 20 flagship stores: two in France (including one in Paris' Marais district), one in Germany, one in the UK, one in SoHo, New York, five or six in Japan, and several others across Asia in cities like Singapore, Beijing, and Shanghai.
'We're considering opening new mono-brand stores in Madrid and Hamburg,' added Giuseppe Brauner, president of Casio Italy—the first Italian to hold the role, following a series of Japanese presidents, including Minoru Takahashi, Kato Tomoo, and Yusuke Suzuki. 'The idea is to keep working through traditional retail—chains or independents—and treat our mono-brand stores as true flagships. For that reason, we only sell Casio's watch lines in these spaces. Offering calculators or musical instruments would dilute our message and confuse customers.'
'We've been planning this automatic timepiece project for several years,' Brauner continued. He began his watch industry career at Lorenz in 1995, where he also worked with Casio watches. 'Entering this category meant learning to manage an entirely different type of product. That involved setting up a new service network, rethinking quality control, and identifying reliable suppliers for both materials and movements. Even using carbon for the cases and dials was completely new for us—it required dedicated research and testing.'
Casio Italy recorded revenue of €33.4 million in fiscal year 2024, up 11.9% from 2023. At the global level, the group reported revenue of €1.57 billion (¥261.76 billion), down 2.6% year-on-year. 'Europe has become increasingly important for us in recent years—it's now performing better than many other regions,' noted Brauner. 'Italy, France, Germany, and Spain are leading the way. As a regional bloc, Europe is now our top market, though Japan remains the leader as a single country.'
The full 'EFK-100' collection will be available for purchase starting August 1, 2025, through a selection of authorized Casio Edifice retailers, on Casio's official e-shop, and at the G-Shock store in Milan.