Casio 2010 Annual Report Download - page 9

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To further expand our share of the timepiece market,
we are focusing on the following policies.
We are considering a full-scale entry into the highly attractive
market for women’s timepieces. Women tend to prefer
smaller watches, and we have been unable to incorporate the
modules needed for multifunctional wristwatches due to this
size limitation. During fiscal 2010, however, we developed a
multifunctional wristwatch module with the world’s smallest
diameter, at 25 mm, and have incorporated it in our new Sheen
brand for women. Looking ahead, we aim to expand our lineup
of women’s wristwatches based on this module, and build our
share of the women’s timepiece market.
Meanwhile, in 2009, we organized “Shock the World Tour”
to further strengthen the G-Shock brand, taking in 19 cities in 11
countries including New York, Paris and Shanghai. This event
was very successful, generating a spillover effect beyond the
host cities and indeed beyond the host countries. To further
leverage the benefits of this campaign, we plan to extend the
tour during 2010 to include 22 cities in 16 countries.
Sheen
Timepieces
An event in “Shock the World Tour 2009”
7
Annual Report 2010