The first generation of G-Shock used plastics, the second one incorporated metal, and the new one is made of carbon. Simultaneously, the brand intends to strengthen its sales of the Edifice and Sheen lines, particularly in Europe. An interview with Hiroshi Nakamura, Executive Vice President of Casio.
W
hat has been Casio’s most important product
development of 2019?
At Baselworld we announced a new G-Shock with a
case made from carbon. The introduction of this new
material enabled us to implement a new construction
and design for the watch. First we used plastics,
then we incorporated metal, and now this third material
that offers both lightness and toughness. It
opens up a number of new possibilities for G-Shock.
Adopting new materials is essential for the evolution
of G-Shock: the foundation of our philosophy is the
quest for toughness through innovation.
“The introduction of carbon enabled us to implement a new construction
and design for the G-Shock. This new material
that offers both lightness and toughness.”
Do you plan to connect all Casio timepieces with
Smartphone Link technology?
Ever since Casio entered the timepiece business, we
have had a vision of producing fully automatic timepieces
that always keep accurate time without needing
maintenance. At the present time, Smartphone
Link is the closest thing we have to fulfilling to this
vision. While price is still an issue, Casio will undoubtedly
develop its business toward this vision.
Simultaneously, you have introduced craftsmanship
into the MR-G series, at prices never seen before
for Casio.
Over the last few years, the theme of the MR-G series has
been to combine Japanese craftsmanship (such as the
Gassan and Tsuiki techniques, see our article here) with cutting-edge
technologies. These watches are equipped with
innovative modules, while employing age-old traditional
Japanese techniques for the exterior finishes.
“Over the last few years, the theme of the MR-G series has
been to combine Japanese craftsmanship with cutting-edge
technologies.”
Last year marked the 35th anniversary
of the G-Shock, which is the
pillar of the brand. What conclusions
can you draw from this celebration?
We released many commemorative
models and collaboration models,
which were positively received. One particular instance
was the collaboration with the British band
Gorillaz, which helped us reach new fans. We also
held events in many different regions which, unlike
before, allowed us to communicate directly with
our end users. We used music, sports, and fashion
to convey our vision. Evolution is part of the identity
of G-Shock, so you can expect many changes to
come yet.
We benefited from the positive effects of the anniversary
year, with strong performances for the G-Shock
and Baby-G brands. However, sales of the Edifice and
Sheen lines, which compete with other brands in the
metal analogue watch segment, lagged slightly. We
need to strengthen this segment in 2019 and beyond.
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