Earlier I wrote about Alon’s trip to Japan, of which the first part can be read here. Shortly after my post he sent me another batch of pictures with a stellar and vibrant report. Today I found some time to put it up, so sit back and enjoy Alon’s trip to Casio HQ!

Visiting Casio HQ

After visiting the Premium Production Line of Casio in Yamagata on Tuesday, we spent Wednesday exploring Tokyo and learning about the Japanese culture. The main focus was to learn why Japanese are so innovation-driven, like was the case for the Kashio Brothers, the founders of Casio Computers Corporation, Ltd.

In 1946, Tadao Kashio founded a company called Kashio Seisakujo, in Mitaka, Tokyo. One of his earliest innovations was some kind of ring that held a cigarette, allowing its wearer to smoke the cigarette until its very end – with Japan impoverished from WWII, this innovation was quite a success. Tadao Kashio, now joined by his brothers Toshio, Kazuo and Yukio, would go on and invest the proceeds in the development of electronic calculators, of which the first prototype was shown by in 1954. In 1957 the first commercially available electronic calculator was introduced by the company, at which time Casio Computer Co., Ltd. is established.

Today the majority of the shares of the publicly listed company Casio are held by the Kashio family and one of the founding brothers presides over the Board, with his son acting as CEO. In 2014 the turn-over of Casio was approximately EUR 2.6 billion, of which the watch division accounts for a bit over 50%. The last five years the watch division has shown double digit growth rate globally and there is no signal they are going to slow down. The growth started in 2007 when the urban scene and street lifestyle revived the retro 1980s design G-Shocks and they vintage models of the pre-G-Shock era of Casio. In 2010 Casio started focusing on analog G-Shocks and that has been received very well. Since last year Casio started focusing on “Made in Japan” Premium quality production and moved up market with the following product lines:

1. G-Shock Brand – Premium Production Lines:

– G-Shock / Master of G, split in:

* Sky – Gravitymaster

* Sea – Gulfmaster & Frogman

* Land – Mudmaster, Mudman & Rangeman

– G-shock MT-G (Metal Twisted G-Shock)

– G-Shock MR-G (First full metal G-Shock & also titanium versions)

2. Edifice (Focus on Speed & more elegant designs).

3. Oceanus (Top range of most advanced steel technology watches).

So, the first question that comes to mind is why Casio makes watches of EUR 19, G-Shocks starting at EUR 99 and then moves up to EUR 999?, with the Premium MR-G watches and Oceanus watches even reaching well over EUR 2.000?

We will answer this question by quoting watch expert, Gerard Nijenbrinks, on a wrist shot of the MR-G black DLC titanium watch: “It’s really a pity that many people omit to do research on this type of G-Shock product. The build quality, technical features and innovations in this product absolutely don’t do it justice as referring to it as any G. Of course there are G’s at 1/10th of the price, however there are Mercedes-Benz’s for 30k and for 300k as well…” We could not have given a better answer.

So, rests us to analyze what does quality mean for Casio, what technical features do they offer and what innovations do they present? We can’t exist without history. The history of G-Shock starts with living watch guru: Mr. Kikuo Ibe. In 1983 his brain child, the Casio G-Shock, was introduced. Its importance can hardly be exaggerated: until this point in time, most watches were still rather fragile objects, whereas the G-Shock was designed to withstand a fall from 10 meters, have a 10atm (100m) water resistance and have a 10-year battery life – the so-called Triple 10 Criteria.

The development of the G-Shock was in-line with Casio’s credo: “creativity and contribution.” It expresses the company’s commitment to contributing to society by offering the kind of original, useful products that only Casio can.

Products with innovative functions assist people in their daily lives and keep society moving forward. They also bring joy to people and help to create new culture. When even a single new product is widely adopted, whole new markets develop, and this in turn fosters growth in related industries. This is the story of Casio’s contribution to society-innovative products enhancing people’s lives.

The Charter of Creativity for Casio is a statement of the company’s commitment to the world and an internal guideline designed to ensure that every member of the Casio Group practices Casio’s corporate creed of “creativity and contribution.”

The Casio Code of Conduct is the essential guide for the daily work of all Casio employees.

They summarize this in the slogan: Something from Nothing = 0 > 1. Or, in full: ‘ We will develop and provide products and services beneficial to society based on our creation-oriented mindset to create new value from nothing, or by going from “0” to “1”, and contribute to the development of a sustainable society in the process‘.

This was all explained to us today by Mr. Horishi Nakamura, Senior Executive Managing Officer, Member of The Board, Senior General Manager and Global Marketing Headquarters. Mr. Nakamura welcomed us in both Dutch, German and English, as he lived for almost two decades in Europe. After his presentation of the history, present state and future developments of the company and the watch branch, he introduced us to Mr. T. Morishima, Head of Design of G-shock.

Mr. Morishima explained, which we summurazed to: basically G-Shock always followed the Form-Follows-Function philosophy. It was born out of necessity for though, shock-proof watches. Like Land Rover Defender cars. Not a coincidence that both Dale and me are mad about Defender cars AND G-Shock watches! He explained that Casio educates all in-house designers internally and give them a lot of freedom to grow and experiment.

Inspiration is drawn from a wide array of fields – professional equipment, the automotive industry, urban culture and much more. They always draw a rough sketch by hand, then redraw it in a better-quality drawing and finally redraw it digitally in CAD. And, they are non-stop in pursuit to innovate and make watches more robust. He explained how they came to develop the Mudmaster: a fire figher, who is a great G-Shock fan, wrote to Casio he always works with gloves in muddy surroundings in the mountains and he needs bigger pushers. Hence the very charismatic Mudmaster which was launched earlier this year.

Then there as time for a full length, no restrictions Q&A will all Casio representatives present. The question that is asked often is, why Casio never has created any mechanical watches and if they are planning too. The answer is rather simple in Casio’s corporate strategy: historically they are a technology company and not watchmakers. There is the desire to grow and evolve in the timekeeping sector by innovation and precision (of timekeeping). As such, mechanical watches do not fit this strategy.

Another question was of all designers and design come from within or do they work with freelancers and do they outsource design. That answer was very short & simple: They don’t. Everything is done in-house!

After some brainstorming about education of retailers about the products the visit came to an end and we were all invited to a traditional Japanese restaurant in the neighboring Opera Tower. There we had a surprise guest waiting for us: Mr. Etsuro Nakajima, who retired this very day. Yes, this was his last day at Casio after working there 39 years, where he started at the age of 23. He spent all his working life thus far at Casio, with his last official title being Senior Manager of Module Development Department of Timepiece Devision at Hamura R&D Center. As most Japanese do not retire and sit still, Mr. Nakajima starts tomorrow at his ‘new job’ as Representative Director of The Horlogical Institute of Japan. We had the honor to speak to him for several hours and he is very open, friendly and full of knowledgde of the complete international watch industry. He committed to do an exclusive interview with WatchBase. Stay tuned for the full interview!

Interested in Alon’s other impressions of Japan? Read them on his blog.

Sources history Casio;

• http://en.wikipedia.org/wiki/Casio
• http://world.casio.com/corporate/history/

When Alon first told me he and his dad David would be flying out to Japan for a Casio factory visit courtesy of Casio Europe, I could tell he was VERY excited. Having joined him on numerous occasions to similar trips to Switzerland, I know for a fact he very much enjoys to meet the people behind the brands, to see their factories, and to hear their stories. And now Casio? To say he was looking forward to his first visit to Japan would be an understatement.

Yesterday Alon sent me the first two batches of pictures he took, along with a summary of his impressions. In the post below you’ll find my transcription of these files.

Casio Factory Trip

A couple of weeks ago we [Ace Jewelers & Watchbase] were invited by Casio Europe to join a small group of retailers for a factory visit in Japan. The group consisted of a total of 8 people: 1 Swedish Casio Authorized Dealer, 1 Austrian Casio AD, 4 German retailers, and us. The invitation both surprised and humbled us, as with Ace Jewelers we just stopped with Casio as we decided to close the boutique that carried it.

So here we are, a few weeks later. Last Monday me and my dad flew out to Tokyo and joined to other members of our group, who all flew in from their home countries. Jet-lagged and all, we were all rather happy our welcome in Tokyo was very relaxed. For dinner we joined the head of Casio Europe at a nice Tempura restaurant.

Day 2 our group was joined by Fujimoto-San (Mr. Hiroshi Fujimoto, Manager Europe & North America Section, Timepiece Department, Overseas Marketing & Sales Division), Takeuchi-San (Mr. Yasushi Takeuchi, Assistant Manager Europe & North America Section, Timepies Department, Overseas Marketing & Sales Division), plus the Sales Manager Europe (Marc), the Managing Director Benelux (Suzuki-San) and Sales Manager the Netherlands, Erik Velthoven. We set off to Yamagata, which is a three hour trip by train from Tokyo.

The mountainous Yamagata prefecture is primarily known for its fruit, among which the best cherries of Japan, apples and pears – and skiing. However, what struck me were the similarities to Switzerland, where in days gone by farmers used to be cut-off from the rest of the world with plenty of time to hone their skills in precision manufacturing. As such, it was hardly surprising that this area -according to our hosts- is often seen as a mini-Silicon Valley in Japanese style, especially when the good infrastructure and kind weather conditions are taken into account. Upon arrival in Yamagata we were treated to a traditional Japanese-style lunch, after which we were invited to the factory.

The official name of the factory we visited is the Yamagata Casio Corporation, Inc., which was founded in 1979 to warrant the highest of quality possible and to secure the ‘Made in Japan’ label . At this location five groups of items are made:

• Premium watches, including movements, cases and bracelets;
• Beamers;
• Camera’s;
• Marine measuring equipment for third parties, and;
• Third party plastic parts (moulding & injection).

Something I found particularly interesting and impressive was the fact that Casio made all machines, robots and tooling in the factory themselves. All parts are created fully in-house, both with case as well as movement production.

Being a fan of all types of watches you can imagine, I of course had to ask: how about mechanical movements? Well, they never made one nor do they intend to do so: their focus will remain on precision timekeeping and long-term durability. Some 7 years ago Casio decided to further up the quality its watches, and as such high-end collections like the Mr. G, MT-G, Mudman, Oceanus and watches with GPS synching are now produced in Yamagata – with a considerable and unsuspected amount of hand-work that is!

The Yamagata factory currently employs about 700 people, all of which are trained by Casio, at five different levels:

• C: beginner
• B: few months of training and education
• A: Gold – three years of experience
• S: Platinum – an additional 3 years of experience
• SS: Meister – an additional year of experience.

There are not yet any Meisters though, as this programme is not ‘live’ long enough to have any of the employees complete the 7-year training. A number of the people trained at Yamagata will eventually move to Thailand and China and guard and improve the quality of Casio production at the local factories.

Last but not least – in about 7 weeks Casio will make some kind of announcement regarding an intelligent watch.. Having seen the manufacturing power and expertise of this Japanese giant first hand, I can’t wait to see what it is!

Stay tuned!

Full Gallery 2015 Casio Factory Visit Yamagata Part 1

Oris just introduced a new version of its hugely popular retro dive watch Sixty-Five: the Deauville Blue. Its dial colors are inspired by the 1960’s, specifically the Normandy town Deauville – light grey in the center with an outer ring of ‘Deauville Blue’.

Details and pricing in our database!

Breitling quietly introduced two Limited Edition’s of its popular B50 with black titanium ‘Night Mission’ cases and ‘Cobra Yellow’ dials. And one of them -being part of the infamous Diamondworks program- is fully set. With black diamonds.

Notwitstanding the fact that a diamond-set titanium case is a very rare sight – and much more so a black-coated titanium case-, I think it’s safe to say that this one (ref. VB5010AU.I525.155S) represents an acquired taste. Its diamond-less brother (ref. VB50105T.I525.155S) on the other and looks rather smashing – a 30th Anniversary Aerospace on steroids. It’s limited to 100 pieces, only available at Breitling boutiques, so rush if you’re interested!

Find our more details of the Breitling B50 Night Mission Boutique Edition and the Breitling B50 Night Mission Diamondworks on WatchBase.

Vacheron Constantin just introduced the latest member of its exclusive Métiers d’Art collection: the La Légende du Zodiaque Chinois (Legend of the Chinese Zodiac) Year of the Monkey.

The Legend of the Chinese Zodiac Year of the Monkey is available in either pink gold or platinum; both are limited to 12 pieces only. The former features a bronze-toned grand feu enamel dial, while on the latter the grand feu is done in cool blue.

Find our more details of the Vacheron Constantin Métiers d’Art La Légende du Zodiaque Chinois Year of the Monkey in platinum or pink gold on WatchBase.

Our archive of Métiers d’Art watches currently holds 58 watches and is going strong!

Yeah guys – finally made it to 10.000!

It’s been some 8 months since the 3k update, so about 1.000 watches a month – that’s taking my holidays into account.

Few points worth noting;

• Vacheron Constantin current catalogue is (nearly) complete.
• Glashütte Original current catalogue is complete.
• A. Lange & Söhne full catalogue is slowly progressing. I’m adding rare references every time I come across a picture.
• Few smaller brands such as Defakto & Steinhart also have their full current catalogues online. These are including price lists. I will work on that for the others.
• There are now almost 1.000 calibers in our database – 972.
• I’m currently working on Zenith which is fun and should be done quite soon; then I’m planning on getting ready for auction season with a focus on vintage and next up SIHH and BaselWorld. Time flies.

That’s it for now – I’ll be in touch soon. And yes, the Spectre wristshot is completely random.

Yes, yes, YES –  we have all read the posts on each and every watch blog out there regarding the new Omega Seamaster 300 Spectre 233.32.41.21.01.001. And yes indeed, it’s a great watch.

But here’s a fun bit of information that I just found out and that I haven’t seen on any other blog – it seems that it will be delivered with a completely brushed bracelet. NO POLISHED CENTRE LINKS! The ref. of the bracelet is 020STZ003184. The regular Seamaster 300 in stainless steel is fitted with the 020STZ000768. For the sake of completeness, the reference number of the ‘007’ looped NATO strap is 025STZ003207.

Set to be released in September, we’l see soon enough if any of the above is true…

The dial we had seen of course, but here’s a closer look;

The logo is rather oversized – and it was not small on the regular version to begin with. But I’m sure we’ll now be able to tell it’s an Omega in every single scene of the movie 😉 .

Cheers!

Dale

This is fun.

Whilst batch editing a couple of Baume & Mercier watches this afternoon, I came across this little gem.

Baume & Mercier always flies under the radar for most of us into watches, but this is actually a pretty cool piece. I first noted it because of its price tag – quite a bit higher than its siblings like the 10029 and 10030. As I’m no expert on these, I had to investigate further. Listed as stainless steel – correct according to the Baume & Mercier ‘Master Line’ dealer catalogue. Than I noted the exceedingly small ‘Manufacture Movement’ under the pictograms. Whut? Double checking their website it says ‘Movement Designation: Self-winding, Manufacture Movement’ This can’t be right, can it?

No it can’t. Turns out the movement is supplied by JLC – a caliber 751 variation stripped of its running (small) seconds. Still a pretty cool watch though.

In celebration of the Gay Pride that’s taking place in our city of residence (Amsterdam) this weekend, we’re kicking off today with few G-Shock uploads to bring a bit of color to WatchBase.

Casio G-Shocks have long been my favorite watches for sports, especially the iconic ‘squares’ like the 5600 and 5000 series. The collectors community behind these is very much alive and thriving too, and theirs a wealth of information to be found online. Two of my favorite resources are the WatchUSeek ‘F17’ G-Shock forum and the 50 G’s Blog by my friend Sjors.

As much as I love (vintage) mechanical watches, I’m very much looking forward to adding more G-Shocks to our database!

There are 96 handwound Speedmasters listed on WatchBase today and we’re nowhere near finished. Still a pretty cool overview though. One of my favourites is the 3593.20.00 pictured above, created as a limited edition of 500 pieces in 1997 for the Italian market to commemorate the 40th anniversary of the Speedmaster. That off-white dial is just stunning!

With the aim of creating a better oversight with all the Speedmasters on WatchBase, I have now made a distinction between the handwound models and those with other movements; automatic, quartz and tuning fork.