Casio 2011 Annual Report Download - page 10

We have been aggressively implementing following
strategies to further expand our sales of timepieces.
As part of our multi-brand strategy we are conducting
campaigns worldwide to promote our G-SHOCK brand of
watches, which are enormously popular among younger
consumers, as well as our popular EDIFICE metal watch
brand. We are also taking active measures to expand
our sales of women’s watches. Following the success of
our Baby-G casual wristwatch for teenagers and young
women, we launched the SHEEN metal watch for more
mature ladies. In this way, we have been working to
enhance our lineup of watches to cover a wide range of
designs, from casual to elegant models.
We are also leveraging our unique technological
expertise to differentiate our products from those of
our competitors. In our new Smart Access system for
analog watches, the hour, minute, and second hands are
driven independently, thus avoiding mutual interference
when switching modes and enabling quick operation.
Additionally, the electronic crown switch lets the user
easily switch between the various functions.
As our bid for the next-generation timepiece, we
have launched a “smart watch” employing the cutting-
edge Bluetooth® Low Energy Wireless technology for
short-range control. This watch can communicate with
a smartphone that uses the same standards, enabling
synchronization with the time transmissions received
by the phone. This means that the time display is
automatically corrected when the user travels to countries
or areas in different time zones. Through our development
of new applications, such as the ability to communicate
between two wristwatches via a smartphone, we
have made possible completely new ways of using
wristwatches.
Business Review
Timepieces
G-SHOCK
EDIFICE
8CASIO COMPUTER CO., LTD.