The appeal of G-SHOCK from 40 years ago has been rediscovered in North America, highlighting the strength of Casio Computer's North American business. Operating profit for April–June 2026 was approximately 3.4 times the level in the same period a year earlier, and North America's contribution to sales is increasing.
G-SHOCK, which marked its 40th anniversary in the North American market, is being reevaluated, with sales in the North American region in April–June 2026 up 22% year on year. North America accounted for approximately 17% of total sales, while quarterly sales in the watch business were ¥51 billion and North American sales were ¥8.7 billion. Domestic sales were ¥8.2 billion, making the reversal in which North American sales exceeded domestic sales increasingly apparent.
There had previously been signs of a decline in retailers after the COVID-19 pandemic and a weak response in North America, but Casio announced a revised promotional strategy in May 2024 and strengthened localization. It focused on selling mid- to high-priced G-SHOCK models and G-Metal models, while assessing the impact of 40th-anniversary models and global campaigns in North America. Large-scale campaigns such as SHOCK THE WORLD had a limited impact in North America.
Sales recovery accelerated from 2025 onward, with North American sales up 12% year on year in January–March 2025. In response to the recovery in North America, Casio has continued pursuing strategies tailored to trends in each region. It has strengthened initiatives suited to the local market, including narrowing its North American target demographic to Gen Z, while promoting retro-inspired products and entry-level models.