Text by Lejla Avdic| RETURN TO »WORK IN PROGRESS« – WINTER 2023/24
Founded in 1946 by Tadao Kashio as a small electronics company, Casio initially made a name for itself as a manufacturer of calculators and developed, among other things, the first fully electronic compact computer.
Casio was quick to recognize the potential of digital technologies for the art of watchmaking and set an important milestone in watchmaking history as early as 1974 with the Casiotron. The model was the world’s first LCD wristwatch, complete with fully automatic calendar, and became an icon not only among watch aficionados. But it was the decade that followed that decisively shaped the Casio brand, its worldwide fame and its legendary status. The watches that the company produced in the 1980s were far more than just timepieces—they embodied the spirit of this era, which was characterized by technological progress, futurism and, looking back, a very special stylistic charm. The famous Casio G-Shock, launched in 1983, was a pioneering achievement in robustness and functionality, its striking, angular design was an expression of strength and resilience and struck a chord with a generation seeking adventure and self-expression.
The 1980s were also characterized by bold color combinations and futuristic shapes, and Casio knew how to integrate this aesthetic not only into its watch designs, but also into the advertising themes of the time. The campaigns were full of dynamism and energy, communicated with futuristic visuals that staged the watches as innovative trendsetters. The message was always clear: Casio watches are more than just accessories—they are an expression of a lifestyle.
And even today, the aesthetic appeal of Casio watches from this era has by no means faded; in addition to new models from the brand, the Casio Vintage collection in particular enjoys enormous popularity with its unique retro charm.
