The History of Casio: From Calculators to Market Dominance

Founder and Origins of CASIO

• Founder: Tadao Kashio
• Year Established: 1946
• Initial Location: Tokyo, Japan
• First Watch: Casiotron
• Official Website: www.casio.com

Who isn’t familiar with Casio watches? From classic digital models to the rugged G-SHOCK series, Casio has become an inseparable part of daily life for many people around the globe. More than just timekeepers, Casio watches have often symbolized innovation, durability, and an active lifestyle.

This article takes you on an in-depth journey to uncover the complete history of this iconic brand — from its little-known beginnings to its rise as one of the global leaders in the watch industry.

Let’s explore how Casio, originally known for its other electronic products, successfully carved its name into horological history.

Casio’s Origins: More Than Just Watches

Casio’s story began in April 1946 in Mitaka, Tokyo, Japan. The company was originally founded as Kashio Seisakujo by Tadao Kashio, an engineer skilled in fabrication technology.

In its early days, Kashio Seisakujo was a small workshop focused on manufacturing mechanical parts for various devices, including microscope components and gearboxes.

Tadao’s engineering background showed that the company was built on a foundation of technical expertise and a commitment to manufacturing quality from the very beginning.

The First Game-Changing Invention: The Yubiwa Pipe

The first successful product from Kashio Seisakujo wasn’t an electronic device, but a simple yet highly practical invention: the yubiwa pipe. This was a finger ring specifically designed to hold a cigarette, allowing smokers to enjoy their cigarette down to the last bit without having to hold it by hand.

The invention was especially relevant in post-World War II Japan, where resources were scarce and cigarettes were considered valuable. People wanted to make the most of each stick, and the yubiwa pipe provided a practical solution.

The success of the yubiwa pipe brought significant profits to Tadao Kashio and his brothers. The funds generated from this product became the crucial initial capital for their venture into electronics. This early success with a non-electronic product highlighted the founders’ ability to identify market needs and maximize available resources.

First Steps into Electronics: Casio’s Calculators

In 1949, a pivotal moment occurred when Tadao and his brothers attended their first business exhibition in Ginza, Tokyo.

There, they witnessed a demonstration of an electronic calculator — a new technology that greatly intrigued them. Inspired by its potential, the Kashio brothers decided to shift their focus toward developing electronic calculators.

They began experimenting and conducting research, using profits from the yubiwa pipe to fund this new venture. By December 1954, they had successfully completed a prototype of a compact electronic calculator that used solenoid-based technology.

This milestone marked a major transition from mechanical manufacturing to the world of electronics — a vision that would position Casio as a future leader in innovation.

The Birth of Casio Computer Co., Ltd. and the Calculator Era

Kashio Seisakujo reached a significant milestone in June 1957 when it was officially re-established as Casio Computer Co., Ltd. Tadao’s father, Shigeru Kashio, was appointed the company’s first president. With the new name came a clear focus: to develop and manufacture electronic calculators.

The name “Casio” was chosen for easier international recognition and was also associated with the constellation Cassiopeia — a symbol fitting for a company aspiring to advance cutting-edge technology.

The founding of Casio Computer Co., Ltd. marked a formal shift into the electronics era, with global ambitions embedded from the start through a strategically chosen brand name.

Launch of the World’s First Compact All-Electric Calculator: The Model 14-A

In June 1957, Casio made history with the launch of the Model 14-A, the world’s first compact all-electric calculator. This innovative calculator used relay-based technology and featured a 10-key keypad — a revolutionary design at the time, since most calculators then used full keypads with many columns.

The Model 14-A delivered significantly better performance than the mechanical calculators dominating the market at the time. It could perform basic arithmetic operations more quickly and with less noise.

This launch not only marked Casio’s first major technological success but also positioned the company as a pioneer in the growing electronics industry. The intuitive keypad design and performance improvements demonstrated Casio’s early commitment to efficient and user-friendly technology.

Business Expansion and Further Product Development

Following the success of the Model 14-A, Casio continued innovating in the calculator field. The company developed increasingly advanced models. In 1959, they released the Model 14-B, capable of calculating square roots, followed by the AL-1 in 1962 — the first programmable scientific calculator.

A major milestone came in 1965 with the launch of the Model 001, the first electronic desktop calculator with internal memory. However, the most groundbreaking release was the Casio Mini in August 1972 — the world’s first affordable personal calculator. Its low price made it accessible to the general public and led to millions of units sold in a short time.

Alongside its domestic success, Casio expanded into international markets. By the late 1960s, the company had opened offices in Europe and entered the U.S. and Canadian markets. This sustained innovation and global expansion showed Casio’s vision to grow its influence through technological leadership.

Entering the Watch World: The Birth of Casio Watches

In the early 1970s, the calculator market became increasingly competitive with new players entering the scene. This led Casio to seek new business opportunities to maintain growth. One key figure in this pivot was Toshio Kashio, one of the founding Kashio brothers.

Toshio had a simple yet profound view of wristwatches: “A watch simply adds one second every second.” From this perspective, he saw that the principles and technologies behind electronic calculators could also be applied to watches.

Casio also saw great potential in the growing digital watch market, especially with the emergence of quartz technology, which offered better accuracy and efficiency than traditional mechanical watches.

The decision to enter the watch industry was a strategic diversification move — driven by increasing calculator competition and a belief in their digital expertise. Toshio Kashio’s time-as-math perspective reflected Casio’s engineering-driven approach to product development.

Launch of CASIOTRON: The First Digital Watch with an Automatic Calendar

A major milestone for Casio and the watch world came in November 1974 with the launch of the CASIOTRON QW02. This was not only Casio’s first digital watch but also the world’s first digital watch with an automatic calendar function.

This revolutionary feature allowed the watch to automatically adjust the date at the end of each month, including for February, without manual intervention.

At launch, the CASIOTRON was marketed as a luxury product, priced at around 58,000 yen — nearly equivalent to the monthly salary of a university graduate in Japan at the time. This bold pricing demonstrated Casio’s confidence in its technological innovation and its ambition to be a serious contender in the watch market.

Early Innovations in CASIOTRON and Subsequent Models

After the debut of the first CASIOTRON, Casio continued to improve and innovate its models. One of the early upgrades was an extended battery life — up to seven years in later CASIOTRON versions.

In 1976, Casio introduced the CASIOTRON X-1, a more advanced model featuring five key functions: time display, stopwatch, countdown timer, world time, and dual time display.

Another major step was the release of the F-100 in 1977 — Casio’s first watch with a resin case. This made the watch lighter and more shock-resistant than the typical metal watches of the era. This use of resin laid the foundation for Casio’s future watch design, including the now-iconic G-SHOCK series.

To meet growing demand for the CASIOTRON, Casio opened a dedicated assembly line at its Hachioji factory in 1976, reinforcing its commitment to the watch business and increasing production capacity.

These early innovations showcased Casio’s dedication to advancing digital watch technology and responding to consumer needs with increasingly functional and durable products.

The G-SHOCK Era: World-Renowned Durability and Style

The concept behind the legendary G-SHOCK series was born from the vision of a Casio engineer named Kikuo Ibe. He was driven by a desire to create a watch that could truly withstand shocks and drops. His motivation came from a painful personal experience — his beloved mechanical watch, a gift from his father, shattered after a fall.

This led Ibe to form a special team known as “Team Tough.” Their goal: to develop a watch that could meet the “Triple Ten” standard — survive a 10-meter drop, resist water pressure up to 10 bar (equivalent to 100 meters), and have a battery life of 10 years.

The development process was far from easy. The “Team Tough” endured numerous trials and failures, creating and testing over 200 prototypes, many of which were destroyed in rigorous testing.

Ibe’s “eureka moment” came when he saw a young girl bouncing a rubber ball at a playground. He was inspired by the ball’s ability to absorb shocks — leading to the idea of a “floating module” protected within a shock-absorbing rubber structure.

The story of G-SHOCK’s development highlights the importance of personal experience as a driver of innovation, and the persistence needed to achieve what once seemed impossible.

The “Triple Ten” concept became a clear benchmark for durability, and the repeated prototyping process reflected Casio’s strong engineering approach to product development.

Launch of the DW-5000C Model and Its Impact

After undergoing an intensive research and development process, the first G-SHOCK model, the DW-5000C, was finally launched in 1983. This watch featured a digital quartz module protected by a unique shock-resistant structure consisting of urethane padding around the module and an external rubber bumper.

Although revolutionary in terms of durability, the G-SHOCK was initially not very popular in the Japanese market, where consumer preferences leaned more toward formal and elegant timepieces.

However, G-SHOCK’s fate dramatically changed when it achieved significant success in the United States. Its popularity in the US surged, especially after its toughness was showcased in various TV shows and advertisements. This success in the US market later reignited G-SHOCK’s popularity in Japan during the 1990s, where it was enthusiastically embraced as a symbol of durability and unique style.

The launch of the DW-5000C truly revolutionized the watch industry by introducing the concept of a watch that not only tells time but also serves as a rugged and reliable tool in extreme conditions.

G-SHOCK’s journey—from its slow reception in Japan to major success in the US and then back to Japan—demonstrates the importance of product demonstration and how market perception can evolve over time.

The Evolution of G-SHOCK and Other Iconic Models

Following the launch of the DW-5000C, Casio continued to develop increasingly innovative G-SHOCK models with a wide range of features and designs. One early model that found success in the US market was the DW-5200C, released in June 1984.

Casio also introduced special models such as the DW-5500C “Mudman” in 1985, designed to be resistant to mud and dust, and the DW-6300 “Frogman,” which debuted in 1993 as the first diving watch in the G-SHOCK collection to receive ISO certification.

In the 1990s, Casio launched Baby-G, a lighter, smaller, and more stylish version of G-SHOCK specifically designed for women. Baby-G quickly became a fashion icon among young women, proving that toughness and style can go hand in hand.

G-SHOCK’s popularity also soared through its appearance in various popular films. One example is the appearance of a Casio watch in the 1985 movie Back to the Future.

Over time, G-SHOCK models continued to evolve with the addition of advanced features such as sensors (altimeter, barometer, thermometer), Bluetooth connectivity to pair with smartphones, and the use of more advanced materials like full metal in the G-SHOCK Full Metal series.

The evolution of the G-SHOCK series highlights Casio’s ability to continually develop products that align with the diverse needs and lifestyles of consumers, from extreme sports enthusiasts to those seeking a durable and stylish everyday watch.

Other Iconic Casio Models That Made History

F-91W: Everyday Reliability

In addition to the G-SHOCK series, Casio has other models that have become iconic and highly popular worldwide. One of them is the F-91W, launched in 1989. This simple digital watch has become one of the best-selling watches of all time, with an estimated annual production of around 3 million units.

The F-91W is known for its minimalist design, high reliability, extremely affordable price, and outstanding battery life. Despite its simplicity, the F-91W has transcended its status as just a time-telling tool and become a cultural icon, often appearing in various media and worn by people from students to public figures.

Its long-standing popularity highlights the appeal of simple design, dependable functionality, and affordability—making it an excellent choice for consumers seeking a no-frills yet quality watch.

Calculator Watch: A Unique Blend of Functions

Casio is also known for its innovation in integrating calculator functionality into watches. Casio’s first calculator watch model, the C-80, was introduced in 1980. This model gained further popularity after appearing on the wrist of Marty McFly in the iconic film Back to the Future.

Other calculator watches by Casio, like the CA-53W, have also become highly iconic and are still remembered today for their unique features. These watches serve not only as timepieces but also as mini calculators for basic arithmetic.

This innovation was very popular in its time and reflects Casio’s spirit of delivering products that are not only functional but also unique and interesting. The calculator watch’s appearances in popular films further solidified its status as a pop culture symbol of the 1980s.

Baby-G: Style and Toughness for Women

In the 1990s, Casio once again innovated with the launch of Baby-G. This series is the women’s version of G-SHOCK, offering the same toughness and durability with more fashionable designs, vibrant colors, and sizes better suited for women’s wrists.

Baby-G quickly became extremely popular among young women and became a fashion icon of its time. Its success shows that Casio understands the diverse needs of the market and can create products that are not only functional but also aesthetically appealing. This series proves that rugged and durable watches can also be stylish and serve as a form of self-expression.

Vintage Series: Nostalgia with a Modern Twist

Recognizing the growing trend of nostalgia, Casio also introduced its Vintage collection, bringing back classic designs from the 1970s and 1980s. Models such as the A158WA, A168WA, and AQ-230 became hugely popular among retro watch enthusiasts.

The Vintage series combines timeless classic designs with modern technology, offering authentic retro style alongside present-day reliability and features. The success of this collection demonstrates Casio’s ability to capitalize on market trends and win back consumers with fond memories of past Casio products, while also appealing to a new generation that appreciates retro aesthetics.

Casio’s Continuous Innovation in the Watch Industry

Quartz Technology and the Digital Era

Casio was one of the first companies to successfully mass-market quartz technology in watches. This was a significant breakthrough because quartz technology offers much higher accuracy and lower production costs compared to traditional mechanical watches.

Since then, Casio has continued to advance digital technology in its watches, adding a variety of features that enhance user functionality and convenience. Features such as alarms, stopwatches, and automatic calendars became standard in many Casio models.

The development of quartz and digital technologies laid the foundation for Casio’s future innovations in the watch industry.

Development of Advanced Features: Solar, Radio Control, Bluetooth

Casio also became a pioneer in developing advanced features in watches. The company introduced one of the first solar-powered watches, known as SOLAR-POWERED. This technology allows watches to recharge their batteries using sunlight or even indoor lighting, reducing the need for regular battery replacements.

Casio also developed watches with radio control features, enabling them to receive time signals from atomic radio stations for extremely accurate timekeeping.

In the modern era, Casio has integrated Bluetooth connectivity into several of its watch models, allowing users to connect their watches to smartphones for added functionality such as notifications, automatic time syncing, and fitness tracking. These innovations reflect Casio’s commitment to continuous innovation and to incorporating the latest technologies into its products.

Breakthroughs in Design and Materials

Casio is also known for its breakthroughs in watch design and materials. Starting with the F-100 model, Casio was one of the first major manufacturers to widely use resin as the primary material for watch cases.

The use of resin allowed Casio to produce watches that were lighter, more durable, and more cost-efficient to manufacture—ultimately enabling them to offer products at more affordable prices.

Casio has continued to experiment with new materials and innovative designs. One example is the G-SHOCK Full Metal series, which uses full metal materials for the watch case and band, providing a more premium appearance and greater durability.

Casio also developed ultra-thin watches, such as the PELA FS-10 launched in 1985, which was the thinnest watch in the world at the time. These breakthroughs in design and materials demonstrate that Casio never stops seeking ways to enhance the quality, functionality, and aesthetics of its products.

Marketing Strategy and Key Achievements of Casio

Leveraging Nostalgia and Pop Culture

One of Casio’s most effective marketing strategies is capitalizing on nostalgia and its connection to pop culture. The Casio Vintage collection is a prime example of this strategy, where the company reintroduced classic models that were popular in the 1970s and 1980s.

This move successfully attracted consumers who grew up with these products while also drawing in a new generation that appreciates retro styles. Additionally, Casio watches appearing in various popular films and TV shows has proven to be a highly effective marketing tactic.

For instance, the G-SHOCK series frequently appears on the wrists of characters in action films such as Mission Impossible and Free Guy, while Casio calculator watches became iconic after featuring in Back to the Future. These strategic product placements have significantly boosted brand awareness and helped create a strong impression in consumers’ minds.

Collaborations with Prominent Figures and Brands

Casio actively engages in collaborations with prominent figures and brands, particularly for the G-SHOCK line, to broaden its appeal. The company often partners with athletes, musicians, artists, and streetwear brands to create unique, limited-edition models.

These collaborations not only result in highly sought-after pieces among collectors but also help Casio reach wider market segments and reinforce its image as a brand in tune with current lifestyle trends.

For example, G-SHOCK collaborations with popular streetwear labels have drawn attention from the urban fashion community and solidified the brand’s position as a symbol of style and toughness.

Global Expansion and Worldwide Recognition

From the beginning, Casio had a vision of becoming a global brand. The company has built an extensive distribution and retail network worldwide, ensuring its products are accessible to consumers in numerous countries.

Casio’s presence in global markets and its reputation for producing durable and reliable electronic products have greatly contributed to its international brand recognition. Casio has become synonymous with quality and innovation, and its products are often a top choice for consumers seeking value and dependability.

Casio Today: Staying Relevant in the Modern Era

Market Position and Competitiveness

In today’s highly competitive landscape, Casio continues to face challenges, particularly with the rise of smartwatches offering various intelligent features. Nevertheless, Casio remains focused on its core strengths—producing rugged, reliable watches with long battery life.

Casio also embraces new technology selectively, incorporating smart features such as Bluetooth connectivity and fitness tracking into some of its models. Market reports show that the global watch market continues to grow, and Casio remains a key player within it.

By focusing on its core strengths while adopting smart features where relevant, Casio stays competitive in a rapidly evolving market.

Commitment to Innovation and New Product Development

Casio never stops innovating and developing new products. It continues to release models that blend classic design with modern technology. A notable example is the re-launch of the limited-edition CASIOTRON to celebrate the 50th anniversary of the Casio watch brand.

Furthermore, Casio demonstrated its spirit of innovation with the introduction of entirely new products, such as the CRW-001 ring watch, launched to commemorate 50 years of its watch business. These innovations show Casio’s commitment to pushing the boundaries of conventional watch design and functionality.

Casio’s Contribution to Technology and Lifestyle

Casio’s impact on the worlds of technology and lifestyle goes far beyond wristwatches. The company is also widely known for its innovations in calculators, electronic musical instruments, and digital cameras.

With its guiding philosophy of “Creativity and Contribution,” Casio continues to develop innovative products that add value to people’s lives. This ongoing spirit of creativity and contribution keeps Casio relevant and ensures it remains a significant force in shaping modern technology and lifestyle.

Casio Watches — A Legacy of Innovation and Reliability

The journey of Casio watches—from a simple idea to a global icon—is a story of continuous innovation, proven durability, and timeless style.

From the invention of the humble yubiwa pipe to breakthroughs like the first electronic calculator, and revolutionary products like the CASIOTRON and G-SHOCK, Casio has consistently demonstrated its ability to adapt to changing times and deliver products that resonate with consumers worldwide.

Guided by its “Creativity and Contribution” philosophy, Casio remains a dominant force in the watchmaking world—constantly innovating and delivering new surprises that will continue to captivate future generations.

Key Models and Milestones

Year	Model/Innovation	Brief Description
1974	CASIOTRON QW02	The world’s first digital watch with an automatic calendar.
1977	F-100	Casio’s first watch with a lightweight, impact-resistant resin case.
1983	G-SHOCK DW-5000C	The first shock-resistant watch in the G-SHOCK series.
1989	F-91W	One of the world’s best-selling watches, known for its reliability and affordability.
1991	Baby-G	A women’s version of the G-SHOCK with fashionable design and toughness.
2024	CASIOTRON TRN-50	A limited reissue of the CASIOTRON to mark 50 years of Casio watches.
2024	CRW-001 Ring Watch	An innovative digital ring watch, celebrating 50 years of Casio in the watch industry.