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Watch Focus

Casio reports strong Christmas sales growth

Casio enjoyed a successful festive sales period as its three premium watch brands, G-Shock, Edifice and Sheen, all experienced triple-figure growth over the Christmas sales period. 

Casio reported that sales of G-Shock were up by 115%, Edifice saw sales rise by 143% and Sheen increased by 120% when compared to the same period last year.

Casio also reported a strong sell-in to retail partners in the peak season of 2014, up by 115%. Retailer sell-out over the same period, including independent, multiple and department stores, was stronger than ever before, with a value increase of 45% compared to 2013.

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Tim Gould, head of marketing at Casio, said: “This has been Casio’s most successful product launch ever, even surpassing the winning ERA-200RB from last year. The Edifice range has been supported by a six month Discovery TV campaign, versus a three month campaign last year, which has certainly driven both distribution and consumer awareness.”

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G-Shock also had another record-breaking year with successful new launches within the Aviator range and extensions to the Premium range.

A partnership with UK girl band The Saturdays, was cited as a major factor in the success of Casio’s women’s watch brand Sheen.

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