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Brand Showcase: Casio shares the success of its price-savvy timepieces

An established watch brand which has enjoyed the revival of retro fashions in recent years, Casio shares the success behind its watches with magnetic appeal.

If you are looking for watch brands that can fill that sweet spot of timepieces under £1,000, then look no further than G-SHOCK, Edifice and BABY-G. 

Casio’s premium watch brands are outperforming competitors and seeing significant growth across the UK. The latest GfK figures speak for themselves: in the last quarter of 2015, unit sales grew by 8.9%, far outperforming overall UK watch sales, which declined by -0.8%.

Year-on-year Casio’s premium watch brands saw value growth of 10.6%, with the market value only growing at 1.3%. Casio’s unit price has also significantly increased and is up 20% since 2013.

UK watch sales from October to December 2015 saw G-SHOCK up by 13%, EDIFICE up 18% and the relaunched BABY-G up 42%.

Visit Casio at BaselWorld from 17th to 24th March (hall 1.1 stand A83 and hall 1.2 stand B13) to find out more about how these top-performing brands can benefit your business.


G-Shock sea

G-Shock sea

Built from a mission to create the unbreakable watch, G-SHOCK is the watch that stunned the world with a concept for toughness that defied conventional watch-making logic. Marketing the world’s most indestructible watch has to be one of the most creative challenges around.

In the run up to Christmas, the G-SHOCK world took to mainstream television, sponsoring an extreme sports reality show, The Indestructibles, on Dave. The results? G-SHOCK sales spiked over Christmas, with the G-SHOCK hero (The GA-1100, AIR watch which featured in The Indestructibles) selling 48% more in December than the G-SHOCK hero watch from the previous year.


Baby-G red and black watches

Baby-G red and black watches

Casio underwent the biggest product relaunch in its history last year with BABY-G’s Pretty Tough Girls campaign re-imagining the brand in today’s setting. A fashion icon of the ‘90s, BABY-G watches have exploded back into the fashion arena. With a target audience of digital and fashion savvy young women, Casio has taken to social media to promote the new collections.

Hitting over 10k Instagram followers with over 900 uses of the campaign hashtag, the #PRETTYTOUGHGIRLS campaign and press coverage is estimated to have had a reach of over 110 million throughout 2015.


Casion Edifice watch

Edifice watch

With sales of EDIFICE watches up by 15% in 2015, this year looks promising for Casio’s motorsports-inspired premium watch brand as it signs a two-year official partnership with Formula One team Scuderia Toro Rosso.

Fronted by a team of dynamic young drivers, including 18-year-old Max Verstappen, and racing prodigy Carlos Sainz Jr., Scuderia Toro Rosso is tipped for success in the upcoming F1 season.

With a brand ethos of “Speed and Intelligence” at its heart, Casio EDIFICE has a natural synergy with the world of motorsport. The continual evolution of the technology, functionality and design behind the collection, along with a focus on World Time, makes Casio EDIFICE an ideal match for Formula One, resonating well with motoring enthusiasts.

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