[Watch House Watch Culture] Electronic technology not only provides accuracy, but also brings a new type of display, which has led to a digital watch. This has enabled some companies to get involved in the field of watchmaking and even become leaders in the industry. Casio is undoubtedly the best example. This article will focus on the creative work of Casio in the late 1970s and early 1980s.
Casiotron Display Watch
The failure of American producers
Although electronic technology is mainly developed in the United States, American watchmaking companies have not seized the opportunity and have an impact on the global market. In fact, the wrong choice caused individual watchmakers to stagnate, and even lost with quartz technology. For example, Baoluhua was hailed as an innovation company when the Yin fork watch was launched in 1960. However, the choice of this technology delayed the application of quartz technology and eventually became one of the reasons for the decline of the company (Baolu Hua was acquired by a Hong Kong investor in 1976).
Casio founder Yaigo Zhongxiong
In the 1970s, about thirty American watchmakers (such as General Watch, GRUEN Industries, Waltham, Elgin, Timex, Benrus) and electronic companies (such Inc.) launched a digital watch. However, these watches failed to survive in the international market, the main reason is that the watchmakers and electronics companies behind lacked clear marketing strategies and relatively powerful commercial organizations.
Casio Data Bank watch
In Japan, many watchmakers have gained new technologies through cooperation with electronic companies. For example, Oriental Double Lions and Sharp jointly opened a research center to produce digital quartz watches, while Casio cooperated with Sanyo Electric. It is worth noting that the rise of digital tables does not bring too many new members to the Japanese watchmaking industry, which is the opposite of the United States. At that time, many watchmakers quickly adopted this technology, including the Ministry of Service (1973), Ricoh (1973), West Iron City (1974), and Oriental Double Lions (1974). Casio is the only new member of the domestic and international markets in Japan.
Casio Mountain Factory Production Line
Calculator in the watchmaking
In 1946, Casio was founded by Yoshiko Zhongxiong, who had studied at Waseda University, Tokyo, and mainly produced office equipment and calculators. At first the brand undertake the subcontracting of some machinery industries, and then launched an electronic calculator in 1957. Since then, Casio has become an expert in the market and has maintained index growth. In the mid -1960s, the calculator market gradually saturated, and the competition became more intense (Casio and Sharp’s “Calculator Battle”). As of the early 1970s, the brand began to practice a diversified strategy.
Casiotron, Casiotron, the first number displaying quartz watches, 1974.
In 1974, Casio launched the first digital quartz watch Casiotron, taking the first step. This watch is the result of Casio research LCI quartz technology. The technology used by electronic pocket calculators is similar to quartz watches. The common point of the Casio watch is that they are all electrons and are priced.
Casio G-SHOCK Research Center in Yucun
Successful g-shock
The growth momentum of Casio continued until the early 1980s, and its watch revenue jumped from 4.8 billion yen in 1976 to 58.7 billion yen in 1981, and then reached 68.9 billion yen in 1985. During this period, the importance of watchmaking to Casio is increasing, and the proportion of production has increased from 10 % to more than one -third. However, in the next few years, watchmaking has declined to Casio, and eventually accounts for about a quarter of brand revenue.
Casio Digital G-SHOCK watch
The reason for the decline in production and revenue is that Casio faces the competition of Hong Kong manufacturers in the international digital market market. In 1985, the sales of Casio watches reached 68.9 billion yen, but fell to 51.7 million yen three years later. The brand used a new marketing strategy to return to increase. By launching G-SHOCK (1983) and BABY G-SHOCK (1991), Casio showed the determination to become a high-quality digital table producer. In 1992, the brand’s watch revenue reached 80.6 million yen.
The output and revenue proportion of Casio watch from 1976 to 1992
However, more importantly, Casio has become the leader of the Japanese watchmaking industry. The brand’s share in Japan’s national watch output (including mechanical watches) increased from 2.2 % in 1976 to 18.7 % in 1985. The problems encountered in the late 1980s temporarily hindered their growth, and they recovered in the 1990s.
Casio G-SHOCK limited edition watch
In 1992, Casio accounted for 28.7 % of Japanese watch output. Since the 1990s, its revenue has fluctuated between 70 billion yen and 80 billion yen, second only to Seiko and West Rail City. (Figure/Watch House Xu Chaoyang Compilation)