Stories behind Brands: Timing Toughness: How Casio Revolutionized the Horological Game.

Brands are more than just a name or a logo; they embody a story and a legacy that has been built over time. Behind every brand, there is a rich history and a unique set of circumstances that have shaped its identity and contributed to its success. These background stories have become an integral part of the brand, and they serve as an essential tool for building brand loyalty and connecting with customers. There are various brands that you think you know about, but do you really know them? In this series of articles, we will be telling you unknown stories behind the known brands.

The story of Casio Computer Company, a globally renowned name in electronics, begins in 1946 in Shibuya, Japan and traces its origins to a resourceful innovator and a niche product that met a heretofore unfilled consumer demand. The company was founded as Kashio Seisakujo by Tadao Kashio, an engineer, along with his brothers. Born into a world recovering from the ravages of World War II, Tadao Kashio exemplified resilience and ingenuity. The company’s first innovative product, the yubiwa pipe, a ring-shaped cigarette holder, was a simple yet transformative invention. It allowed smokers to consume cigarettes down to the last nub without burning their fingers. This innovation catered to the scarcity mindset prevalent in post-war Japan, where every commodity was treasured. The widespread acceptance of the yubiwa pipe provided Kashio Seisakujo with the financial stability and confidence to explore new technological avenues.

With the profits from the yubiwa pipe, Tadao Kashio and his brothers set their sights on the burgeoning field of electronic calculators. Inspired by the emerging technology displayed at the inaugural Tokyo Business Show in 1949, they resolved to develop a more efficient and user-friendly calculator. In 1954, this vision culminated in Japan’s first desk-sized electro-mechanical calculator. The founding of Casio Computer Company as we know it today (“Casio” being an Anglicized version of the founding family’s surname) was formed in 1957, marking a new era of technological innovation. That year, the company introduced the Casio 14-A, the world’s first all-electric compact calculator; a product which set the stage for Casio’s legacy as a leader in electronics.

Casio’s success in calculators provided a platform for diversification. Throughout the latter half of the 20th century, the company expanded its portfolio to include musical keyboards, cameras, cash registers, portable computers, printers, and mobile phones. However, it was the development of wristwatches in the 1970s that solidified Casio’s position as an industry leader.

The launch of the Casiotron in 1974 was a game-changer. It was the first electronic wristwatch equipped with an integrated calendar function that automatically adjusted for varying month lengths. This innovation, coupled with its sleek digital display powered by quartz movement, captivated consumers and marked Casio’s entry into the competitive world of horology. The F100 model, introduced in 1978, further enhanced Casio’s reputation with its durable plastic resin case, and the F-91W, launched in 1989, became a global phenomenon and was once the most sold watch in the world, with sales accounting for 3 million annual units due to its affordability and durability. Throughout the ‘80s and ‘90s, Casio created timepieces that engendered mass appeal, capturing the spirit of the era with their combination of high-tech digital designs, user-friendly multi-functionality, and mass-market pricing.

The G-Shock – A watch that reinvented the conventional notions of durability

As with the mechanical watches that had preceded them, electronic watches in the 1980s had one major Achilles heel in their construction: tiny electronic components (like the similarly minuscule gears and wheels in a traditional watch movement) were sensitive to shocks and impacts, meaning that a watch’s wearer had to be careful not to subject it to harsh treatment, or challenging environments. Conceived in the early 1980s by engineer Kikuo Ibe, the “G-Shock” was Casio’s most iconic innovation which was born out of a simple yet revolutionary idea: to create a watch that would not break, even if dropped.

This clear and simple idea struck Kikuo as he looked at a broken watch he had happened to drop at work one day. He assembled together a project team of just three members and called it “Team Tough” which worked tirelessly to develop the G-Shock. Guided by the “triple ten” design criteria—withstanding a 10-meter drop, enduring 10 atmospheres of water pressure, and having a 10-year battery life, the team faced several hurdles. Ibe’s vision defied all conventional wisdom, so the work of bringing it to fruition had to start from square one. His first assumption was that the entire watch would need to be covered with a soft, flexible material. Initial prototypes, encased in soft cushioning materials, failed to deliver the desired shock resistance and the drop tests, shattered this notion. No amount of shock-absorbent rubber applied to the exterior prevented breakage from occurring. More cushioning, resulted in the watch being bulky. However, this did not deter Team Tough who at one extent ended up with a test model the size of a softball.

Repeated drop tests revealed vulnerabilities in various components, leading to a painstaking process of redesign and optimization. A breakthrough came when Ibe observed children playing with rubber balls in a park. Inspired, he devised a design where the watch’s core module would float within a hollow structure, absorbing shocks effectively. This innovation led to the creation of the DW-5000C, the first G-Shock watch, launched in 1983.

Its emblematic octagonal design, streamlined with nothing extraneous, is the product of the single-minded pursuit of shock resistance alone. The G-Shock’s journey to prominence was not immediate. Its rugged design initially appealed to niche markets, including outdoor enthusiasts and emergency service personnel. A pivotal moment came in 1984 with a North American advertisement showcasing a hockey player using the watch as a puck. This clever marketing strategy highlighted the G-Shock’s durability and broadened its appeal.

As for the name of the watch, “G-Shock” is an abbreviation for Gravitational Shock, resulting from a fall. The watch was not meant to be unbreakable regardless of how far it fell. It was built to work after any fall the wearer could survive.

Over the years, the G-Shock line has evolved to incorporate advanced features such as resistance to extreme temperatures, built-in sensors for temperature and pressure, Bluetooth connectivity, and heart-rate monitoring. By 2017, Casio had sold over 100 million G-Shock watches, solidifying its status as a cultural and technological icon. From adventurers and military personnel to streetwear enthusiasts and hip-hop artists, G-Shock watches have attracted a diverse following. Special editions, collaborations, and luxury models featuring materials like sapphire crystal and traditional Japanese craftsmanship have further expanded the brand’s appeal.

Intellectual Property: The Bedrock of Casio’s Success

Casio’s commitment to innovation is matched by its dedication to protecting its intellectual property (IP). Recognizing the strategic importance of IP, the company integrates its IP initiatives with research, design, and business operations under the slogan “A frontline offense on intellectual property.”

Casio has built an extensive patent & design portfolio, focusing on priority technology areas such as shock resistance, waterproofing, and power efficiency. By obtaining patents for new technologies, the company not only safeguards its innovations and ensures freedom of operations by preventing legal claims from other companies but also generates revenue by licensing its technologies to other companies (including cross-licensing). The company also uses its intellectual property as a barrier to deter other companies from entering the same business and carries out activities to establish a competitive advantage for corporate management. 

Patent portfolio (As of March 31, 2023)  

Number of Patents Related to G-SHOCK Toughness

Design rights acquisition (as of March 31, 2023)

Trademark Protection

The brand “Casio” is protected by 1,427 registered trademarks in 192 countries.

The company has also achieved a ‘well-known’ trademark status for its CASIO in several emerging markets such as China and India. “G-SHOCK” (bearing Apl. No. 857237) is a registered mark in India since 20/05/1999 in the name of Casio Keisanki Kabushiki Kaisha (Casio Computer Co., Ltd.)

In 2023, Casio achieved a significant milestone by securing a three-dimensional trademark for the shape of the original G-Shock model. This was the first time a 3D trademark was registered in Japan for the shape of a wristwatch alone, without any logo or text.

Casio’s patent expert system, established in 1994, assigns skilled engineers to align IP strategies with business goals. This system facilitates the discovery of new inventions and ensures robust IP protection. Complementing this is the invention award system, which incentivizes employees to pursue technological advancements. Regular updates to these systems reflect Casio’s adaptability to changing legal and business environments. Casio also invests significantly in IP literacy & awareness through seminars, internal resources, and collaborations with organizations like the Japan Intellectual Property Association. These initiatives foster a culture of innovation and ensure that employees are well-versed in IP processes.

Casio’s ability to adapt to changing market trends has been instrumental in its longevity. In the late 1990s, the company refocused on the core values of shock resistance and performance after a dip in G-Shock sales. This strategic pivot, combined with advancements in technology, ensured the brand’s continued success. Casio’s journey from a post-war start up to a global innovator is a testament to its resilience, ingenuity, and commitment to quality.