Casio America, Inc.

Casio America, Inc. is the U.S. subsidiary of Casio Computer Co., Ltd., a multinational electronics manufacturing corporation headquartered in Tokyo, Japan. Established in 1957, Casio America operates with a corporate creed of "creativity and contribution," aiming to enrich society through original and innovative products. The company's U.S. headquarters, which officially opened in January 2026, is located at 185 Hudson Street, Jersey City, NJ 07302.

The company markets a diverse portfolio of consumer electronics and business equipment solutions. Key product categories include iconic timepieces such as G-SHOCK, Baby-G, Edifice, and Pro Trek watches; electronic musical instruments like Casiotone, Celviano, and Privia keyboards and pianos; and a range of calculators including graphic, scientific, and basic models. Casio America serves a broad market, from students and professionals utilizing its calculators to youth and affluent collectors drawn to its watches, and aspiring musicians using its instruments.

In August 2025, Yusuke Suzuki was appointed President and CEO of Casio America, Inc., signaling a renewed focus on innovation, brand evolution, and accelerated growth in the U.S. market. The company's recent move to its new Jersey City headquarters in early 2026 underscores its commitment to fostering collaboration and enhancing its operational capabilities. Casio America continues to introduce new products and collaborations, particularly within its G-SHOCK line, while strategically focusing on its timepiece and education technology businesses to adapt to evolving market dynamics and maintain its competitive positioning.

Latest updates

G-Shock Leverages 'Mandalorian' Release with Limited-Edition Timepiece Collection

Event summary

  • Casio America, Inc. launched a global collaboration with Lucasfilm's 'Star Wars: The Mandalorian and Grogu' franchise on May 1, 2026.
  • The collaboration features two limited-edition G-SHOCK timepieces: the GM2100-1ASW ($220) and the BA110YK-3ASW ($130).
  • The collection is available in the US, UK, and EU through flagship stores, select retailers, and online.
  • The campaign includes a custom advertising spot highlighting the bond between a father and daughter attending a movie screening.
  • The GM2100 model is designed to resemble Mandalorian armor (Beskar steel), while the BABY-G model reflects Grogu’s coloring.

The big picture

This collaboration represents a strategic move by Casio to tap into the lucrative Star Wars franchise, leveraging the brand's established reputation for durability and shock resistance with a highly sought-after intellectual property. The partnership underscores the increasing importance of brand collaborations in the consumer goods sector, particularly for companies seeking to reach new audiences and revitalize product lines. The limited-edition nature of the collection and premium pricing suggest a focus on capturing a dedicated collector base rather than mass-market appeal.

What we're watching

Consumer Response
The success of this collaboration hinges on the enduring popularity of 'The Mandalorian and Grogu' and the ability of G-Shock to capture the enthusiasm of its fanbase, which will dictate the sales velocity of the limited-edition timepieces.
Licensing Strategy
Casio's willingness to invest in licensed merchandise signals a broader strategy to leverage intellectual property for brand extension, and future collaborations may indicate a shift in product development priorities.
Retail Distribution
The reliance on flagship stores and select retailers suggests a premium positioning for the collection, and the impact of online sales will be a key indicator of broader consumer demand and channel effectiveness.
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