Casio India Strives to Double G-Shock Brand Stores
Casio India aims to substantially grow its retail footprint in the nation, aspiring to at least double its network of 85 brand outlets, as the Japanese watch manufacturer intensifies its commitment to the Indian market with the introduction of the G-Shock 2500 Series.
Takuto Kimura, Managing Director of Casio India, mentioned that brand stores have become crucial to the company's approach, enabling customers to engage with its products and brand philosophy directly.
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The growth occurs as the firm observes interest for its timepieces throughout various regions of the nation. Kimura stated that G-Shock remains popular in Tier 1 markets, whereas Tier 2 cities are becoming a significant growth opportunity. Casio's Vintage line has gained popularity even in Tier 3 markets.
The drive for expansion aligns with the introduction of the G-Shock 2500 Series in India. Drawing inspiration from the original DW-5000C, the collection merges the brand's notable shock resistance with a more elegant analog aesthetic.The series includes two versions: the resin GAC-2500 and the metal-encased GMC-2500. Each includes a 20-bar water resistance, an innovative Multi-Mission Date feature, and a unique two-eye dial design. The pricing for the watches ranges from Rs.9,995 to Rs.26,995.
Kimura mentioned that the latest collection aims to appeal to a broader range of customers, especially those who like analog watches yet are attracted to G-Shock's durability.
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Although Casio is experiencing growth in both online and offline markets, Kimura stated that e-commerce still plays a crucial role in sales. He also emphasized the importance of physical brand stores in fostering consumer engagement. In marketing, the company utilizes a product- and audience-focused strategy, with campaigns led by ambassadors playing a key role in its approach. Conventional media and partnerships still constitute a part of its communication strategy.
Kimura noted that G-Shock and Casio Vintage rank among the most popular product lines in India for the company, as both mainly appeal to younger customers. He also observes that the two segments gain from varying market dynamics, as G-Shock gains popularity in Tier 1 and more Tier 2 markets, while Vintage has a broader presence in smaller towns. In response to the competition posed by smartwatches, Kimura mentioned that the two product types fulfill distinct consumer requirements. He mentioned that G-Shock attracts both watch collectors and younger buyers who see watches as a reflection of their personality and style instead of merely timekeeping devices.
Regarding overall trends in the global watch market, Kimura highlighted a revived fascination with designs from the 1990s, coupled with a rapid increase in premiumization.
He noted that India's challenge is meeting varied consumer preferences throughout different regions while enhancing distribution and product accessibility. The company aims to enhance its India-focused portfolio with its Make in India collections.
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Kimura stated that Casio collaborates with local manufacturing partners and is slowly expanding this range.
During the holiday season, the company has been developing region-targeted campaigns for these collections, featuring tailored key visuals and videos.
Looking forward, Kimura stated that Casio's priority will continue to be providing models that attract Indian customers at affordable prices, while broadening its retail presence and range of products.