Casio isn't a watch company that made electronics—it's an electronics company that revolutionized watches. From the calculator watch that defined 1980s geek chic to the G-Shock that survived being run over by trucks, Casio has consistently proven that innovation matters more than tradition. The company's watches have been worn by everyone from astronauts to Navy SEALs, hip-hop artists to presidents.
The Kashio Brothers (1946)
Casio was founded in 1946 by Tadao Kashio (the company name is a phonetic rendering of "Kashio"). The original product wasn't watches—it was a finger-mounted cigarette holder that let smokers use every last bit of tobacco during postwar shortages. Practical problem-solving has been in Casio's DNA from day one.
In 1957, Casio introduced Japan's first fully electric compact calculator, establishing the company as a technology innovator. The leap to watches wouldn't come until 1974, but when it did, Casio brought its engineering mindset to timekeeping.
The Casiotron (1974)
Casio's first watch, the Casiotron, was notable for being one of the first watches with an automatic calendar that could account for different month lengths. While others focused on accuracy, Casio focused on functionality—what else could a watch do besides tell time?
This question would drive Casio's entire watch philosophy: pack in as many useful features as possible.
The Calculator Watch (1980s): Casio's calculator watches became cultural icons—symbols of the nerdy engineer aesthetic. The Databank series could store phone numbers and appointments. These weren't just watches; they were proto-smartphones worn on the wrist. Today, they're collected as vintage icons and worn ironically (and unironically) by fashion-forward celebrities.
G-Shock: The Triple 10 Concept (1983)
In 1981, Casio engineer Kikuo Ibe dropped his father's watch and watched it shatter. The experience sparked an obsession: could you build an unbreakable watch? Ibe set out to create a watch that could survive a 10-meter drop, resist 10 bar (100 meters) of water pressure, and have a 10-year battery life.
The "Triple 10" concept seemed impossible. After two years and over 200 failed prototypes, Ibe found inspiration watching a child bounce a rubber ball. What if the watch module floated inside its case, suspended and protected? The hollow structure concept was born.
The first G-Shock, the DW-5000C, launched in 1983. Casio famously demonstrated its toughness in TV commercials by dropping G-Shocks from buildings and running them over with trucks. The watches survived. A legend was born.
Kashio brothers found Casio in Tokyo
Japan's first fully electric compact calculator
Casiotron—first Casio watch with automatic calendar
G-Shock DW-5000C launches—the "unbreakable" watch
Baby-G introduced for women
G-Shock reaches 10 million units sold
First G-Shock with GPS capability
MT-G series—premium G-Shock line
G-Shock sells 100 million units worldwide
Cultural Phenomenon
G-Shock's durability made it popular with military and law enforcement, but its cultural explosion came from hip-hop. In the 1990s, artists like Wu-Tang Clan and A Tribe Called Quest adopted G-Shocks as street style essentials. The watches were tough, functional, and unpretentious—values that resonated with hip-hop culture.
Today, G-Shock collaborations span fashion (Kith, A Bathing Ape), sports (surfing, skateboarding), and luxury (all-gold MR-G models costing $5,000+). The brand has transcended its tool-watch origins to become a fashion statement.
Military Adoption
G-Shocks have been standard issue for special forces units worldwide. Navy SEALs, British SAS, and other elite units trust G-Shocks in combat situations. The DW-6600 and its successors have seen action in every major conflict since the Gulf War.
NASA has certified certain G-Shock models for space missions. The watches have accompanied astronauts on space shuttle missions and to the International Space Station.
Current Collections
G-Shock Classic: The iconic square DW-5600 line, faithful to the 1983 original
G-Shock Analog-Digital: GA-100 and GA-2100 "CasiOak" series
MR-G: Premium G-Shocks with titanium and sapphire, made in Japan
MT-G: Metal-clad G-Shocks bridging tough and refined
Baby-G: Smaller G-Shocks designed for women
Pro Trek: Outdoor watches with altimeter, barometer, compass
Oceanus: Premium analog watches with radio wave/GPS sync
Edifice: Motorsport-inspired chronographs
The CasiOak Phenomenon (2019)
In 2019, Casio introduced the GA-2100—immediately nicknamed "CasiOak" for its resemblance to the Audemars Piguet Royal Oak. With its octagonal bezel and integrated bracelet design, it offered high-fashion aesthetics at under $100. The watch became a sensation, with waiting lists and resale premiums reminiscent of luxury watch hype.
The GA-2100's success proved that Casio could play the fashion game too. Subsequent limited editions sell out instantly, and the aftermarket for rare colorways rivals that of some Swiss watches.
Today's Casio
Casio sells tens of millions of watches annually—more than any Swiss brand. While the Swiss focus on craftsmanship and heritage, Casio focuses on technology and value. A $50 G-Shock offers features that luxury watches don't have at any price: shock resistance, 200m water resistance, world time, alarms, countdown timers, and illumination.
The brand's democratizing philosophy means anyone can own a watch that withstands professional abuse. From construction workers to surgeons, skateboarders to soldiers, Casio watches serve people who need reliability without pretension. In an industry obsessed with heritage, Casio proves innovation never goes out of style.
Why Casio Matters to Watch Collectors
Serious watch collectors often dismiss Casio as a fashion brand or cheap alternative to "real" watches. This misses the point entirely. Casio represents a different philosophy—one that prioritizes function, innovation, and accessibility over tradition, prestige, and exclusivity. For many enthusiasts, a G-Shock sits proudly alongside Swiss mechanicals, each serving different purposes.
The G-Shock, in particular, has transcended its tool watch origins to become a cultural icon. Limited edition collaborations sell out instantly and command premiums on the secondary market. The "CasiOak" GA-2100 sparked waiting lists reminiscent of luxury watch hype. Casio has proven that demand and desirability aren't exclusive to Swiss brands.
There's also the practical consideration: Casio makes the perfect "beater" watch—something you can wear while doing yard work, traveling to unfamiliar places, or engaging in activities where a valuable watch would cause anxiety. Many collectors rotate between their Rolex for special occasions and their G-Shock for everything else. Both have their place.
Casio's Impact on Watchmaking
Casio's influence extends beyond its own products. The G-Shock forced other brands to take durability seriously—suddenly, shock resistance wasn't just for military watches. The calculator watch pioneered wearable technology decades before smartwatches existed. Casio proved that watches could be gadgets as well as instruments.
The brand's price positioning also kept pressure on competitors. When a perfectly functional, feature-rich watch costs $50-100, luxury brands must justify their premiums with quality, heritage, and craftsmanship. Casio establishes the baseline against which all other watches are measured for pure functionality.