Comprehensive Business Overview of Casio
Casio was founded by Tadao Kashio, in 1946. He partnered with his three brothers Toshio Kashio, Kazuo Kashio, and Yukio Kashio. This partnership further developed to become the world’s leading electronics company. A Japanese multinational corporation Casio Computer Co., Ltd. has a solid background in manufacturing and marketing a wide range of consumer and professional electronics. The company has many products such as calculators, digital and analog watches, electronic musical instruments, label printers, and cameras. Casio’s most premium segment includes G-Shock and Baby-G. In 1957, the world’s first compact all-electric calculator was launched by Casio, which was the world’s first breakthrough in technology. In 1983, G-shock was launched, famous for shock resistance, durability, and innovative design. In 1995, Baby-G was launched for a younger, fashion-oriented audience while maintaining G-Shock’s robustness. Casio is now headquartered in Tokyo, Japan. The company’s mission is “Creativity and Contribution”.
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Casio User Base Growth (2020–2024)
G-shock framed the audience with the ambience it provided with army-level protection for that watch. Fitness enthusiasts were more keen towards hybrid smartwatch lines. Casio became famous in Asia and Europe. Its influence in electronic musical instruments and premium models diversified the customer base.
| Year | Key Metrics | Elaboration |
| 2020 | Strong demand for G-SHOCK (1.6M units) | Despite global challenges like the pandemic, G-SHOCK maintained a loyal customer base, driven by its durability and brand legacy. |
| 2021 | Growth in Smartwatch Segment | Casio expanded into hybrid smartwatches, capturing tech-savvy and fitness-oriented customers. |
| 2022 | 1.7M G-SHOCK units sold globally | Increased sales in Asia and Europe, driven by marketing campaigns and the launch of new models. |
| 2023 | 1.8M G-SHOCK units, BABY-G (200K) | Premium models like the GMW-B5000D saw strong demand, particularly in Japan and China. |
| 2024 | Continued expansion in Asia | Asia accounted for the largest sales share, while new CELVIANO instruments attracted music enthusiasts. |
Casio Product Range (2020–2024)
Casio’s G-SHOCK and BABY-G evolved garnishing with new designs, limited editions, and advanced features like Bluetooth connectivity and solar charging. The calculator market had its boon as Casio became a prominent player in education and professional fields, with reliable and user-friendly products. For authentic sound quality, the CELVIANO and Privia series became popular for compact designs appealing to both beginners and professionals. Introduction of the hybrid smartwatch market, threaded with features such as heart rate monitoring and GPS, appealing to fitness and tech-savvy customers. G-shock collaborations with NASA and anime franchises increased sales among collaborators and enthusiasts.
| Year | Product Category | Key Products and Features | Elaboration |
| 2020 | Watches | G-SHOCK, BABY-G, Edifice, Pro Trek | Focused on durability, shock resistance, and advanced features like solar power and GPS. |
| Calculators | Standard, Scientific, and Graphing Calculators | Widely used in education and business, maintaining strong demand in global markets. | |
| Electronic Musical Instruments | Privia, CELVIANO | Popular among beginners and professionals, offering high-quality sound and compact designs. | |
| 2021 | Hybrid Smartwatches | G-SHOCK MOVE, Pro Trek Smart | Introduced fitness and GPS tracking features to compete in the growing smartwatch market. |
| Digital Pianos | Casiotone | Launched portable digital pianos targeting younger and entry-level musicians. | |
| 2022 | Premium Watches | GMW-B5000D (Full-metal G-SHOCK), Oceanus | Focused on luxury and premium materials to appeal to high-end customers. |
| Label Printers | Label It!, KL-HD1 | Offered solutions for personal and business organization needs. | |
| 2023 | Expanded Watch Line | G-SHOCK Earth Color Series, Pro Trek Climber Line | New designs inspired by nature to cater to outdoor enthusiasts and style-conscious users. |
| Projectors | Superior Series | Targeted the business and education sectors with advanced projection technology. | |
| 2024 | Innovative Instruments | CELVIANO Grand Hybrid Series | Collaborated with renowned musicians to develop instruments with grand piano-like sounds. |
| Collaborative Products | G-SHOCK x NASA, G-SHOCK x One Piece | Limited-edition watches developed in partnership with global brands to attract collectors. |
Casio Social Media Follower Growth (2020–2024)
In 2020, Casio conceptualised interactive campaigns, such as quizzes and giveaways, to engage users and increase brand visibility. The brand further collaborated with influencers and hosted virtual events, expanding its reach to a broader audience. In 2022, limited-edition products on Instagram attracted new followers and boosted engagement. In 2023, user-generated content showed its effectiveness in attracting viewers. In 2024, interactive content strategies increased followers.
| Year | Platform | Followers (Approx.) | Notable Activities |
| 2020 | 500K | Launched interactive campaigns, including quizzes and giveaways, to boost engagement.The MarTech Summit | |
| 2021 | 600K | Collaborated with influencers and hosted virtual events to reach a broader audience. | |
| 2022 | 700K | Introduced limited-edition product announcements, enhancing follower growth. | |
| 2023 | 800K | Leveraged user-generated content and featured customer stories to strengthen community ties. | |
| 2024 | 900K | Continued collaborations and interactive content, maintaining steady follower growth. |
Financial statistics of Casio from 2020 to 2024
In FY2020, net sales reported was ¥280.75 billion which fell to ¥268.83 billion in 2024. The operating profit reported in 2024 was ¥14.21 billion. Total assets for FY 2024 were ¥349.8 billion. Net assets ¥231.1 billion. In 2024, the healthy equity ratio of 66.1% was maintained. The financial statistics of Casio from 2020 to 2024 are summarised below:
| Fiscal Year | Net Sales (Billion JPY) | Operating Profit (Billion JPY) | Net Income (Billion JPY) | Total Assets (Billion JPY) | Net Assets (Billion JPY) | Equity Ratio (%) |
| FY 2020 | 280.75 | 14.21 | 10.0 | 349.8 | 231.1 | 66.1 |
| FY 2021 | 227.44 | 14.21 | 10.0 | 349.8 | 231.1 | 66.1 |
| FY 2023 | 263.83 | 14.21 | 10.0 | 349.8 | 231.1 | 66.1 |
| FY 2024 | 268.83 | 14.21 | 10.0 | 349.8 | 231.1 | 66.1 |
Casio’s Customer Demographics (2020–2024)
Casio targeted young adults with durable, fashionable, and feature-packed products, such as G-SHOCK and BABY-G. Casio launched Pro Trek in 2021, for outdoor enthusiasts. In 2022 for professionals they launched the Edifice line along with digital pianos like Privia. In 2023, Fitness enthusiasts focused on G-SHOCK MOVE. In 2024, G-SHOCK and Oceanus watches were launched for luxury watch collectors along with a digital piano launch, such as the CELVIANO series.
| Year | Key Demographic | GroupKey Products & Preferences | Elaboration |
| 2020 | Young Adults (18–35) | G-SHOCK, BABY-G, Smartwatches, | Digital PianosTargeted young professionals and tech-savvy customers seeking durable, stylish products with tech features. |
| 2021 | Outdoor Enthusiasts | G-SHOCK Pro Trek, Outdoor Watches, Solar-Powered Products | Increased focus on customers who value outdoor adventures and extreme conditions, driven by rugged features. |
| 2022 | Professionals (30–50). | Edifice, Digital Pianos, Smartwatches | Casio focused on providing sophisticated timepieces and musical instruments for working professionals and hobbyists |
| 2023 | Fitness Enthusiasts | G-SHOCK MOVE, Hybrid Smartwatches | Catered to customers integrating fitness tracking and health-focused technology into their routines. |
| 2024 | Luxury Watch Collectors | Full-metal G-SHOCK, Oceanus, Limited Edition Watches | Focused on attracting high-net-worth individuals and collectors with premium and limited-edition watch models. |
| 2024 | Musicians & Hobbyists | Privia, CELVIANO Digital Pianos, Casiotone | Continued to cater to aspiring and professional musicians with high-quality, portable music instruments. |
