Casio Rewrites Its Codes for Gen Z

For decades, CASIO has earned a rich reputation for its precision, endurance and built-to-last design. From the 90’s classroom calculator to the indestructible G-SHOCK, this Japanese brand has been part of an iconic legacy. But now, in a world where cultural relevance is the new currency, CASIO has mastered a new code for the youth of today.

Bridging its legacy and heritage with a nod to a younger audience, CASIO Middle East & Africa puts a spotlight on Gen Z in their next growth phase, expanding beyond traditional watchmaking to become a lifestyle symbol that mirrors today’s hybrid identities of tech and pop culture.

The brand’s collaboration with NIGO® Artistic Director of KENZO and founder of HUMAN MADE, epitomizes this shift perfectly. NIGO reimagines four of CASIO’s most recognisable G-SHOCK models: the DW-5000, DW-6900, GA-2100, and GA-110, transforming them into original animated characters that merge streetwear edge with nostalgic cool. The result is a collection that moves beyond accessory status to become a must-have for youth culture.

By bringing a fashion visionary into the watchmaking space, CASIO mirrors what the next generation already believes, that watches are more than just instruments to tell the time, but rather an extension of their personal style.

Though it is clear that Gen Z’s focus is mainly digital, CASIO believes there is a renewed interest in craftsmanship. And this has led to the launch of EDIFICE EFK-100, the first mechanical automatic watch in the EDIFICE line. With its forged-carbon dial and open case back revealing the automatic movement, the piece represents a subtle yet significant expansion of CASIO’s design DNA. It brings the mechanical side of watchmaking into a brand long known for innovation in quartz and digital precision.

For the region’s fitness-oriented, constantly-connected consumer, CASIO has also unveiled the GBA-950 - a step-tracking, Bluetooth-enabled model that features a mix of function and form. A carbon-fibre-reinforced case, two-year battery life and easy smartphone syncing make it ideal for urban athletes who want a bit of stylish flair, with substance. It’s wearable tech with a G-SHOCK attitude.

Always ahead of the game, the brand’s latest strategy underlines three commitments: cultural collaboration, product diversification and sustained technological leadership. The Middle East and Africa remain core growth markets for CASIO, driven by a young, design-conscious demographic. CASIO’s new strategy comes at the right time, making a strong statement that relevance has little to do with passing trends or quick fads, and everything to do with understanding the generation that defines them. And on that, CASIO has hit the mark perfectly.