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Casio Introduces New Models to EDIFICE Black Label Collection
 April 25, 2011

FOR MEDIA INQUIRIES ONLY CONTACT:
Christine Azzolino / Tania Fonovic
Coyne PR
(973) 316-1665
cazzolino@coynepr.com
tfonovic@coynepr.com

Peter Brinkman
CASIO AMERICA, INC.
(973) 361-5400
pbrinkman@casio.com

FOR IMMEDIATE RELEASE:

CASIO INTRODUCES NEW MODELS TO EDIFICE BLACK LABEL COLLECTION

Collection Provides Men With Stylish Timepieces Fit For Professional and Personal Lifestyles

DOVER, NJ, MARCH 23, 2011 - Dynamic. Striking. Versatile. The EDIFICE Black Label Collection, from Casio, redefines these words with the introduction of three new models; the EFX530P-1AV, EF550PB-1AV and EF527BK-1AV. These models reflect a distinct sense of style by providing men with features that are ideal for professional and weekend lifestyles. The collection speaks to upwardly, mobile men whose goals lie anywhere from the boardroom to the ballpark.

EDIFICE Black Label Collection
EF-527BK-1AV
EFX-530P-1AV
EF-550PB-1AV

With three aristocratic, sleek styles, the Black Label additions possess features including multi-layered dials, world time, daily alarms and more. Made with strong, comfortable band materials of resin and stainless steel, each style exudes an attractive, sophisticated look with black IP case coloring.

“Our new EDIFICE Black Label models provide men with sleek and stylish options which can compliment formal or casual attire,” said Shigenori Itoh, vice president of Casio’s Timepiece Division. “We believe that these latest additions to the line will continue to redefine the timepiece category for generations to come.”

Each model possesses its own exclusive features that set it apart from the rest. The EFX530P-1AV features a stacked sapphire crystal dial, where sub-dials are arranged three dimensionally on the face. An additional, smaller hour hand is utilized for dual time, which can be layered below the larger hour (home time hand) when not in use. Furthermore, the EFX530P-1AV has 3-D modeling for its side buttons and an engraved brand logo on the crown that adds a quality impression.

Styled with an engine motif, the EF550PB-1AV is equipped with stacked sub-dials, which are strategically covered for enhanced legibility and a dynamic look. The sub-dial at the 3 O’clock position is designed to resemble a racing wheel. Armed with a 1/20th second retrograde chronograph, the EF550PB-1AV’s second hand alternates between clockwise and counter-clockwise motion during timed measurements.

The EF527BK-1AV possesses a 1/20th Second (12 hour) chronograph, a double-lock, 1-press, 3-fold buckle and an inner rotating slide rule bezel. Reminiscent of pilot watches, the EF527BK-1AV’s slide rule bezel allows simple arithmetic conversions and other calculations such as time-distance.

All EDIFICE models will be available this spring at Tourneau, Nordstrom and select Macy’s and fine jewelers. Casio’s EFX530P-1AV can be purchased for an MSPR of $380 and the EF550PB-1AV and EF527BK-1AV can be purchased for $250. For more information on the EDIFICE Black Label Collection, visit www.edifice.casio.com.

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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, mobile presentation devices, 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 www.casiousa.com.