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Keeping track of trends

Casio is ready to explore new markets with innovative timepieces

Casio Middle East is currently undertaking a strategy practice to expand the strong presence of the brand in many other countries in the region. With Dubai as its hub, the brand is set to enhance its presence through representative offices across Middle East and Africa (MEA) from Morocco to Egypt, then head south towards Africa.
"The Mena region at the moment is our main focus as it is strategically located to grow our business and deliver quality products to our valued customers," said Mahmoud Al Jabsheh, general manager - timepiece sales division, Casio Middle East FZE.
On a regional level, Casio Middle East is subsidiary arm of Casio Computer Ltd in MEA region, and has been operational in the UAE since 2013, with a focus on marketing the brand's innovative products to regional customers.
"We are introducing more line-ups and products and developing our distribution networks across the region," according to Al Jabsheh, adding that the redevelopment is centred on emerging countries that could expect great growth in the future.
Speaking about its popular watch category, G-Shock, which is part of Casio's watch business, continues to be a favourite product for Middle East customers, notably in the UAE and Saudi Arabia.
"Our unique advantage lies in the technology, design and functionality of G-Shock. For instance, we recently launched our Carbon models, which established the new concept of toughness in watches and at the same time gives it a stylish edge," he said.
Casio takes consumer feedback seriously, and its watch portfolio - from G-Shock youth models to the G-Steel collection - is built around their taste and needs. The company soon plans to launch and expand its G-Shock Metal line-up to cater to regional tastes.
Addressing a market saturated with many others that specialise in time-keeping, Al Jabsheh believes that these challenges welcome innovation.
"We strongly believe that the presence of competition in the market is vital for our growth. It is important to be competitive. But when it comes to our G-Shock line-up, we certainly lead the market in terms of durability, toughness and unique watch design," he said.
Casio continues to evaluate past trends and observes the present in order to set strategies for 2020-2021 in the new markets.
"We aim to look positively at the future. We have a new expansion strategy and through that, we aim to enter new markets with high spirits, as we are sure that customers would value what we have to offer. It is time for us to explore new places and develop new markets," Al Jabsheh stated.