August 3, 2009


Keita Williams / Sarah Bronilla
exposure Communications LLC
(212) 226-2530

Melissa Keklak
(973) 361-5400




A Rich History of Innovation

NEW YORK, NY, August 5, 2009 - On August 5, 2009 CASIO G-Shock will celebrate its advancements in timepiece technology, outline the future evolution of the Casio family of timepieces and unveil an entirely new collection of limited edition collaborative pieces. Following a multimedia press conference highlighting these milestones, Cipriani's at 55 Wall Street will be immediately transformed into the ultimate showplace for both the brand and Kanye West, who will cap the night off with an exclusive performance.

Casio operates under the philosophy "Creating things that don't yet exist; creating one from zero while contributing to society." For the past thirty-five years, Casio has been an industry leader in timepiece innovation. In 1974, Casio released its first watch, and it was the world's first LCD watch equipped with a full auto calendar with leap year compatibility.

Casio continued its tradition of "world's first" with the release of the first databank function, a watch model equipped with the world's first sensor capable of measuring altitudes on land up to 4000 meters and depths under water up to 30 meters below sea level, a timepiece equipped with a GPS function, a futuristic timepiece with a built-in digital camera, one with a built-in MP3 player and even the celebrated G-Shock watches with tough panel construction.

The first Casio G-Shock was created based on a single directive: to build a watch that never breaks. This concept was developed to shatter the notion that a watch is a fragile piece of jewelry that needs to be handled with care. Casio engineers took on the challenge of creating the world's toughest watch.

The engineers conducted trial after trial under the "Triple 10" development concept aimed at 10 years of usage, 10-bar water resistance and 10 meters of dropping shock resistance. These rigorous tests produced more than 200 prototypes over the course of two years, and in 1983, Casio finally delivered the world's strongest watch- the DW5000C. For more than a quarter century its unique look, practicality and cutting-edge technology has made G-Shock wildly popular.  

Never complacent in the competitive timepiece marketplace, Casio set out to make the G-Shock watches "unbreakable under any condition", as well as accurate timepieces "anytime, anywhere and under any condition".

Non-Stop, Tough Solar Power - A tiny, solar panel combined with a large-capacity rechargeable battery enables a variety of energy-hungry functions to operate smoothly. The result is an impressive solar timepiece that assures reliable timekeeping and greatly reduces the need for battery change.

Currently 400 million replacement batteries for watches are sold worldwide; Casio has taken an environmentally conscious stance to reduce the use of disposable batteries by expanding the market for solar-powered watches. Solar-powered operation is an eco-friendly technology because it uses natural, renewable energy as its power source.

Self-Adjusting Multi-Band 6 Atomic Timekeeping - In 2007, Casio became the first company in the world to develop the Multi-Band 6 Atomic Timekeeping technology, which enables a single watch to achieve unsurpassed accuracy Compatible with all six transmission stations worldwide, Multi-Band 6 is the world's first radio-controlled system built to receive time calibration signals from up to six transmission stations: two in Japan and one each in North America, the United Kingdom and Germany, plus the new station in China.

Through a miniaturized, shock-resistant, highly sensitive amorphous antenna and large-capacity, power-saving LSI, stable operation of watch functions including 6-station radio wave reception are achieved. With Casio's Atomic Timekeeping Technology, you will always have ultimate precision.

"It is with great pride that we celebrate the evolution of G-Shock technology," said Shigenori Itoh, Vice President of Casio's Timepiece Division. "By introducing groundbreaking technology to the global marketplace, embracing consumers" ever-changing palates and continuing to transcend conventional thinking about watches, the G-Shock brand has remained Casio's flagship brand."

Ever climbing the technology summit, Casio reinvented its sensor function to a smaller, high-precision Triple Sensor capable of measuring directions, atmospheric pressure, temperatures and altitudes, yet tiny enough to be mounted in a watch with Non-Stop, Tough Solar Power and Self-Adjusting Multi-Band 6 Atomic Timekeeping .

G-Shock's advanced technology transcends digital watches with the development of 5 Motor Drive technology. A multifunctional chronograph enables operation by employing multiple motors inside the module to control various chronograph hands independently. Building on the 5 Motor Drive technology, G-Shock developed Tough Movement for superior accuracy and increased reliability.

Superior Accuracy, Tough Movement - Auto-hand location technology automatically checks and adjusts hand positioning at fifty-five minutes after every hour. By employing a LED to detect hand-gear positioning versus internal time counter, the watch can detect any inconsistency and correct itself. Tough Movement also provides an Anti-Magnet quality to the hands as well as shock resistant movement.

In the future, G-Shock will continue to lead the timepiece industry with new technologies, provide consumers with the perfect fusion between fashion and function and remain dedicated to the Casio philosophy of "Creating things that don't yet exist; creating one from zero while contributing to society."

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About Casio America, Inc.
Casio America, Inc., Dover, N.J., is the U.S. subsidiary of Casio Computer Co., Ltd., Tokyo, Japan, one of the world’s leading manufacturers of consumer electronics and business equipment solutions, established in 1957. Casio America, Inc. markets calculators, keyboards, digital cameras, business projectors, disc title and label printers, watches, cash registers and other consumer electronic products. Casio has strived to realize its corporate creed of “creativity and contribution” through the introduction of innovative and imaginative products. For more information, visit