The company develops different communication strategies for each line with actions that highlight the attributes of the products and the strength of the brand
Casio has been in Brazil for over 40 years and this year celebrates 50 years in the global watch business. With Japanese origins, the company is still impacted by the country’s influence today. “Japan is synonymous with excellence and quality, which is automatically represented by our products. Many of our dealers use the fact that Casio is a Japanese brand as a selling point,” says Keisuke Senna, general manager of Casio’s watch division.
The brand revolutionized the watch industry, being the first to incorporate functions such as a calendar and calculator into the accessory, which today have become basic to any watch. “A great moment was the launch of the calculator watch in the 1980s, which became a craze due to the film ‘Back to the Future’, in which the main character, Marty McFly, used the model”, recalls the executive.
In 2019, the market saw a spike in smartwatches, with many brands launching their own versions. Casio was part of the movement and launched products from the G-Squad collection, part of the G-Shock line, which feature absolute resistance as their main feature – which in 2017 entered the Guinness Book of Records as “the watch that withstands the greatest impact in the world” – in addition to having long-lasting rechargeable batteries.
“We have smart watches in our portfolio, but we carry in our essence the tradition of the products, which is timeless. Casio explores the strength of the brand to be present on consumers’ wrists and to compete with any other product”, explains Senna.
G-Shock is considered a streetwear icon for its timeless design, gaining several versions and collaborative editions, such as the game League of Legends, the series ‘Stranger Things’ and the character Hello Kitty, among others.
Read the full article in the edition of propmark July 22, 2024
