Human Craftsmanship, Engineering and AI Are Powering Casio’s Future

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In a rather unusual beginning, the renowned watch brand G-SHOCK by Casio found its roots in a tranquil, high-class Tokyo neighborhood. This is where the Toshio Kashio Memorial Museum of Invention, also known as the Casio Museum, stands tall – it was once the residence of one of Casio’s co-founders. This museum symbolizes Toshio Kashio’s philosophy, “turning nothing into something,” and marks the start of a journey that revolutionized the watch industry through unyielding innovation, diverging from traditional horology.

Due to this commitment to innovation, they created their groundbreaking first major invention – the 14-A all-electric calculator in 1957, a desk-sized machine that transformed calculations with its quick processing and user-friendly keypad, marking the beginning of CASIO COMPUTER Co., Ltd. Later, they dominated the pocket calculator market, and in 1974, made a significant shift into watch manufacturing with the introduction of Casiotron. This watch stood out for its revolutionary features, such as the world’s first auto-calendar function that automatically accounted for different month lengths and leap years. Initially faced with skepticism from a market accustomed to viewing watches as luxury items, Casio’s novel use of plastic for durability eventually set the stage for the G-SHOCK brand’s distinct focus on robustness.

Back in ’83, I was just another watch on the shelf, but little did they know that I, the G-SHOCK, was destined to be unstoppable. I started off with sluggish sales, but then, out of nowhere, I found myself being the go-to timepiece among the fearless skaters of America. Suddenly, I became more than just a watch – I embodied grit and style.

Fast forward to the wild ’90s, Casio wasn’t content with just setting time; they had to push the envelope even further. They loaded me up with GPS, MP3 players, cameras, and yes, gaming features! Talk about being a multitasker!

Nowadays, I’m proud to say that I help Casio rake in quite a bit of their sales – around 60% to be exact. That’s quite a shift from my humble beginnings when calculators were their bread and butter. But hey, who needs numbers when you’ve got style and substance?

The core of Casio’s production lies in its Yamagata factory, a primary facility that manufactures products ranging from high-end watches to the Moflin AI pet and musical instruments. Although some common components are produced in China and Thailand, Yamagata is designed for accuracy, boasting earthquake-resistant foundations and a specialized Premium Production Line (PPL).

Founded in 2018, the PPL serves as Casio’s workshop where their top Meister craftsmen build luxury watch models. Unlike traditional Swiss watchmaking methods, Casio’s approach is more of a structured professional pathway, with an internal certification system. The Meister title is the highest honor, given only to a select few highly skilled artisans who have successfully completed demanding in-house exams.

Interestingly, many of G-SHOCK’s premium timepieces originate from the PPL assembly line, which forms the shape of a “G,” earning it the internal nickname “G-Line.

Each G-SHOCK timepiece is designed with its signature “unwavering toughness” in mind, subjected to rigorous tests that most other brands seldom undertake. Initially, the watches were dropped from three-story windows for testing, but now, the initial 10 pieces from every production batch of 500 undergo more controlled and intense testing to maintain uniform durability. This dedication to exceptional resilience is what has earned G-SHOCK a reputation for ruggedness.

Instead of relying solely on human precision, Casio’s strategy for automation and AI integration finds a thoughtful balance. While Meisters focus on creating high-end products, the A159W watch model serves as proof of their automation prowess. Since 2018, this watch has been completely machine-made (except for the bracelet assembly), resulting in a significant 50% decrease in production expenses. The strategic use of automation by Casio demonstrates their ability to optimize production for efficiency without compromising the human touch on their most prestigious timepieces.

Casio is not just focusing on automating physical tasks; they are also thoughtfully incorporating AI into multiple aspects of their operations. For instance, they’ve introduced new products like Moflin, which is an AI-powered consumer product line. According to Shinji Saito, the General Manager of Product Planning, their long-term goal involves enabling devices to communicate with each other across platforms. This means that a G-SHOCK watch might be able to monitor the status of a Moflin device from afar in the future.

Casio primarily uses AI in its innovative watch designs, such as the MTG-B4000, to support the design process rather than replace human creativity. As per Takahashi Oh, Senior General Manager of Casio’s Timepiece Business Unit, AI serves to amplify human ideas by analyzing historical data and generating creative concepts that might not have been thought of otherwise. The effectiveness of this approach was demonstrated in an early test on the 18k yellow gold ref. G-D001 for a 2023 Philips auction. Although AI excels at technical specifications, the human touch is crucial for blending elements and incorporating ergonomics and emotional appeal that make a design appealing. This harmonious collaboration between humans and AI aligns with Casio’s philosophy of “discovered cues,” which emphasizes maintaining curiosity and exploring the unknown.

For more than half a century, Casio has been renowned for its watch creations, with 42 years dedicated to the iconic G-SHOCK line. Delving into their archives, we find a consistent theme: a dedication to surpassing basic timekeeping functions. The brand’s initial step was the 1974 Casiotron, featuring an automatic calendar, swiftly followed by a diverse range of products.

The journey of digital watches saw the emergence of intriguing and innovative designs during the ’80s and ’90s. These included watches that served as TV remote controls, models with embedded dictionaries, and even game watches like the “Cyber Cross” series, which allowed friends to compete against each other using infrared technology. Other breakthroughs included the world’s first watch-type MP3 player and a device capable of estimating distances on maps. This extensive product development underscores Casio’s history of unconventional products. It is this experimental spirit that fosters a distinctive bond with its community.

“AI isn’t meant to replace human creativity but to enhance it. ” – Takahashi Oh

Shinji Saito, the Head of Product Planning for G-SHOCK, acknowledges the significant impact that fan engagement has on their brand. He points out that the widespread appeal of the GA-2100 watch is a direct response from the market. Moreover, the DW-001J-1 model from 1994, often referred to as “Jason,” due to its similarity to the mask worn by the horror movie character, is an example of this fan influence. Although these nicknames are not official, Saito explains that designers pay close attention to popular trends and consumer preferences, which can shape the future direction of G-SHOCK timepieces. This dynamic illustrates a continuous feedback loop where fan-inspired icons help guide the brand’s evolution.

Saito’s ambition to resurrect the 90s DW-6400 “Gundam” G-SHOCK, despite its initial commercial flop, vividly showcases this trend. He asserts that only Casio can manufacture a watch of such kind due to its distinct, robust design, which he thinks laid the foundation for contemporary styles. This perspective is also relevant to the “Jason” model, which Casio has reintroduced on two occasions.

This internal drive demonstrates that Casio’s Research and Development team’s passion for innovative designs, even those not initially successful, is crucial in preserving Casio’s unique brand identity and fostering fresh trends. Over time, G-SHOCK’s reputation has been established upon the philosophy of “Absolute Toughness,” offering a blend of “functional elegance” and emotional worth to users who can rely on their watch without having to worry about its durability.

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2025-08-12 13:56