I think it comes with Casio been watch company run by watch company execs, managers etc. What they doing is OK in watch but big no in smartwatch. Watch is 100% hardware ( i dismiss marketing and fashion parts) while smartwatch is 30% hardware and 70% software. Casio did borrowed software tech which improved latest models at least in a portion of it. But there is still a lot of things to deal with. And product cycle of smartwatches is 3 years now (used to be shorter) and during this time most of them still get some input from company which sold them: bug fixes, app support, ecosystem support, functionality support etc. Things unheard in a watch product cycle.
I think Casio is more like a fashion formal clothing store now, which used to see a lot of traffic back in the days, but now... who need suits for work?
So they try to diversify, offer something else, but in the end of the day when in the past you were looking around and 100% saw someone wearing Casio, now it a sight to behold.
They still doing good in certain demographic and they still look cool in they eyes of the kids. And surprisingly kids who want retro experience.
We always see cheery graph of increasing billions a year but they loosing their mojo in numbers. Compensated by selling more expensive LEs and such.
What is bad for Casio they loosing domestic sales which was 1/3 of their market. And i don't even need to bet on that, they loosing to Apple Watch.
world.casio.com
They do loose even in sales $$$ numbers.
So Casio is facing tough times and i hope something good will come out of it. Not just another collab with name i would wear with lesser confidence than pure pink G-Shock.
G-Shock part of the Casio corp is indeed doing well and performs globally better than other divisions. So increase in transaction price is good working strategy. Works for GM, Ford and former Chrysler too. At least worked till this year.....