Casio retro digital watches surpass G-Shock in sales

Casio is experiencing a significant market shift as its budget-friendly retro digital watch line, branded as Casio Watch, has surpassed the premium G-Shock series in sales volume. During the 2025 fiscal year, these affordable models accounted for 58 percent of the company's total watch sales.

While the high-end G-Shock line has faced challenges in the Chinese market, the retro segment has seen increased demand from younger consumers and women globally. This surge has improved the company's financial position; despite being previously viewed as low-margin products, Casio has increased prices for certain models in Europe and integrated new features, contributing to an operative margin of 15 percent.

As part of this trend, Casio is updating classic models like the F-91W. A new version, the F-91WF, features a cloth strap made from recycled PET fibers to address common issues with original resin straps, such as cracking and discoloration. Additionally, under CEO Shin Takano, the company has expanded into niche categories, including miniature watches designed as rings.