Casio recently launched a female oriented subsidiary brand called Sheen in the UK. It has been popular in Asian markets for some time, but now it is felt that there’s a need to balance Casio’s largely male oriented product offering with timepieces for the fastest growing watch market – women.
Sheen was trialled in Casio’s Covent Garden standalone store, and launched with 31 models. The Sheen range chosen for the UK roll out comprises 4 different ranges; Bijou, Reflections, Gold and Classic. The choice will consist mainly of bracelet timepieces, with one leather strapped model, some ceramics and a number embellished with Swarovski crystals.
Sheen Marketing Manager Sarah Salter Salter says the growing feedback in the UK – across the board, from retailers to Casio’s merchandisers – was the need for a female Casio brand to balance out the Edifice and G-Shock brands for men, and Baby-G which is perceived as being more youthful.
“The Asian market loves their bling and brighter colours, whereas here people trust the Casio brand name and they want watches they can wear every day. We worked with various retailers to make sure they’re happy with the collection.”
Claire Danes, Casio Sheen Brand Ambassador
Designed with the modern woman in mind, the brand has also unveiled its ambassador – the American actress Claire Danes, star of current hit TV show Homeland – this new line provides an everyday elegance, combining functionality with beauty. Claire Dane’s sophistication and classic style is echoed in the watch designs throughout the collection, making it the perfect pairing. Renowned British photographer Amanda de Cadenet has shot the campaign.
“I am excited to be the UK ambassador for the launch of Sheen. The concept of everyday elegance really resonates with me and is something I feel I adhere to myself through life. The watch range is classic yet striking” Claire Danes.
“We picked Claire because she fits with the style of everyday elegance,” Salter says. “She’s just won an Emmy for Homeland, so it’s perfect timing.”
Casio Sheen will now be on offer in H. Samuel stores and will roll out to wider UK retailers at a later date. It will be targeted at women aged between 25 and 50 years with prices ranging from between £100 to £225.
“For me it was very important to launch Sheen, as Casio is very much seen as a male watch brand so I’m really hoping to change the perception of Casio and make it more equal between female and male consumers,” Salter adds.
