Japanese watchmaker Casio entered India in 1996 and has since become a household name. Known for its innovation and precision, the brand is now entering an exciting new phase of growth in the country. With over 65 exclusive stores already established, Casio India is doubling down on expanding its regional presence.
As part of its broader growth strategy, Casio is now focused on opening more G-SHOCK stores across the country.
At the same time, Casio has been localising its retail approach to better connect with consumers in Tier 2 and Tier 3 cities. For the last two years, the brand has also been growing its overall footprint in those cities.
In a freewheeling conversation with Takuto Kimura, Managing Director, Casio India, IMAGES Business of Fashion explores the brand’s expansion plans, evolving customer strategies, and how it is balancing legacy with modern tech.
Edited excerpts…
Casio India has now crossed 65 stores. What has been the key to this expansion, and what’s next for the brand?
The significant milestone reflects our strategic commitment to providing customers with a comprehensive array of our watch portfolio.
Our growth strategy is ambitious, aiming to expand our retail footprint to 80 stores by 2026. A key component of this plan is the introduction of exclusive G-SHOCK outlets that will offer a distinctive shopping experience tailored to our customers’ desires.
How important is customer experience to the brand and what steps are you taking to enhance it in-store?
Customer experience is at the heart of Casio’s brand philosophy, shaping both our reputation and long-term customer loyalty.
To enhance the in-store experience, we cultivate a customer-first culture where employees are empowered to prioritise satisfaction at all levels.
We continuously refine our retail spaces, making them more intuitive, welcoming, and immersive.
Through regular feedback, evolving display strategies, and thoughtful store layouts, we ensure our stores remain engaging and aligned with customer expectations, offering an experience as refined as our products.
How important are exclusive stores in Casio’s overall retail strategy?
Exclusive stores play a crucial role in Casio’s retail strategy, strengthening brand presence and deepening customer engagement. They serve as dedicated spaces where we can showcase our complete product range.
At G-SHOCK EBOs, we go beyond just displaying products—we create immersive environments inspired by the subcultures that define G-SHOCK’s identity.
These stores offer a firsthand experience of the brand’s bold, innovative spirit, something that multi-brand outlets often cannot replicate. By curating these unique spaces, we not only highlight the philosophy behind our products but also build a deeper emotional connection with our customers.
As of March 2025, we have 66 exclusive stores across India, and our recent store openings—such as the G-SHOCK stores in Dehradun and Lucknow—reflect commitment to creating such culturally tailored experiences.
Which cities or regions are your top priorities for launching new stores?
Our store expansion strategy is centered on regions with the highest growth potential and consumer engagement. We have been expanding across major metro cities in India. Most recently, we opened the largest G-SHOCK store in the heart of New Delhi.
Beyond metro cities, we have been on an aggressive Tier 2 & Tier 3 store launch spree over the past two years, bringing our brand closer to emerging markets with strong demand.
We now have stores in cities such as Thrissur, Dehradun, Bareilly, Vadodara, Kanyakumari, and Lucknow. This expansion enables us to reach a wider customer base, enhance accessibility, and strengthen our presence in these emerging markets.
Casio is expanding into smaller cities. What kind of response are you seeing there? Do customers in smaller cities prefer different products compared to metro shoppers?
G-SHOCK has built a strong presence in metro cities, attracting consumers who resonate with premium, subculture-driven aesthetics. As we expand into Tier-2 and Tier-3 cities, we’re seeing a highly encouraging response.
Rising disposable incomes and evolving fashion sensibilities are driving demand for stylish, high-quality timepieces, with cities like Vadodara, Pune, Lucknow, and Kochi emerging as key markets.
While practicality and affordability have traditionally influenced purchasing decisions in smaller cities, preferences are evolving. To cater to this audience, we are introducing locally manufactured timepieces under Casio Collection that balance quality and affordability.
As we expand into these cities, we are leveraging local partnerships and customised digital marketing strategies to engage effectively with consumers in these areas.
While urban consumers often prefer online shopping, many in smaller cities still appreciate the in-store experience. We are encouraging that through a combination of physical retail presence and targeted outreach.
By broadening our product portfolio and tailoring our retail approach, we are ensuring that every consumer—regardless of location—has access to a Casio timepiece that fits their style and budget.
How does Casio balance online and offline sales? What share of sales comes from each?
We maintain a strategic balance between online and offline sales, ensuring accessibility across multiple touchpoints. Currently, 50% of sales come from offline channels, which include a strong network of exclusive brand stores, multi-brand outlets, and large retail chains.
And almost 50% of sales are driven by online platforms, leveraging the high growing trend of digital shopping. We have partnered with major e-commerce platforms such as Amazon, Flipkart, Myntra, Ajio & Tata Cliq among others.
How has Casio India performed in the last year financially, and what are your growth plans?
We have seen strong performance over the last year, particularly with G-SHOCK & Casio Vintage brands, which has been growing rapidly. G-SHOCK with its latest G-STEEL offerings have gained a lot of traction in the metal analog enthusiasts & Casio Vintage in the last few years has steadily gained a lot of traction among fashion-conscious consumers.
In terms of growth strategy, we are expanding our footprint by opening new stores and strengthening its online presence to reach a wider audience.
Additionally, local manufacturing for Casio Collection remains a key focus area, which will help enhance operational efficiency and cater to the Indian market more effectively.
With the rise of smartwatches and digital wearables, how does Casio balance innovation while staying true to its classic watch designs?
Casio has always been committed to preserving the essence of a timepiece while embracing innovation. Our approach to balancing tradition and technology is reflected in hybrid models that seamlessly integrate smart features without compromising classic aesthetics.
Take the G-SHOCK DW-H5600, for example—this model retains the timeless G-SHOCK appeal while offering heart rate measurement, sleep measurement, blood oxygen level measurement and other advanced fitness-tracking capabilities like accelerometer, active time measurement, etc.
Similarly, the Casio Vintage ABL-100 series blends retro design with modern connectivity through Bluetooth and features like step counter, catering to both nostalgic collectors and tech-savvy users.
What according to you are the biggest challenges and opportunities for Casio in India?
Casio has significant opportunities in India, particularly in Tier 2 and 3 cities, where rising aspirations and increasing disposable income create a strong market potential.
These regions provide an opportunity to reach new customer segments seeking high-quality and sophisticated timepieces. However, challenges persist.
The metal analog watch segment is highly competitive, making it essential for us to stand out and attract the right consumers.
For G-SHOCK, the key challenge lies in appealing to Tier 2 consumers who have disposable income but may not yet see value in the distinct G-SHOCK design.
To address this, we plan to strategically position our offerings—potentially through localised marketing, collaborations, and emphasising the durability and uniqueness of G-SHOCK’s design.
By focusing on targeted consumer engagement and expanding design variations in both metal analog and G-SHOCK segments, we aim to strengthen our position in the Indian market.
What trends do you think will shape the future of watches and lifestyle gadgets in India in the next 2 years?
Over the next two years, India’s watch and lifestyle gadget market will be shaped by sustainability, technological innovation, and a renewed appreciation for classic design.
Consumers are increasingly gravitating toward eco-friendly materials such as bio-based resins and solar-powered watches, reflecting a broader shift toward responsible luxury and alignment with global sustainability goals.
At the same time, advancements in wearable technology, including enhanced connectivity features and smart-hybrid models, are redefining consumer expectations. The demand for timepieces that seamlessly blend functionality with aesthetics is on the rise, with classic and vintage-inspired designs making a strong comeback.
This evolving landscape presents an opportunity for brands to innovate, offering products that cater to both style-conscious and tech-savvy consumers while embracing sustainable practices.
Conclusion
As it further deepens its presence in the Indian market, Casio is working to make G-SHOCK’s core value of ‘absolute toughness’ more relatable—both functionally and emotionally.
“This is being achieved through building brand love through a mix of product origin stories, demonstrative use cases and highlighting how unique our material story is in comparison to other watch brands. We are also establishing the core ethos of the brand with our brand ambassadors and a mix of integration into different sub cultures,” explains Kimura.
“However, Casio is already a household brand in India, and we have a very passionate user base even in the smaller cities of India who would always prefer us due to the exceptional quality at value for money pricing of our product range,” Kimura concludes.
