By Staff Writer (media@latinospost.com) | First Posted: Jul 05, 2015 09:02 PM EDT

Japanese watchmaker Casio Computer Co. is about to introduce its first smartwatch.

Wall Street Journal reported that the G-Shock maker is planning to launch a smartwatch that will focus on being a watch, compared to being a smart device primarily.

Casio watch has been in the watch industry for four decades. At the end of June 2015, Kazuo Kashio resigned as president of the company after serving for 27 years. He passed on the position to his son, Kazuhiro Kashio.

Kazuhiro said, “At times we just showed off with quirky features and then pulled those products when they didn’t sell well. Now, we are trying to bring our smartwatch to a level of watch perfection: a device that won’t break easily, is simple to put on and feels good to wear.”

He added, “We will aim to achieve about ¥10 billion [about $80 million] in smartwatch sales as soon as possible and expand the business from there.”

In the past four years, Kazuhiro led a development team to work on the new smartwatch. Kazuhiro said that he turned down several prototypes that failed to meet his requirements.

The new Casio smartwatch will be affordable, costing around $400. The device is set to release in Japan and the United States by the end of March 2016. The product aims to appeal to men who are fond of outdoor sports and leisure.

The Casio smartwatch is poised to compete against the Apple Watch. Apple Watch shipments are set to comprise 56 percent of the total smartwatch industry in 2015. However, Apple’s share in the smartwatch market is expected to drop to 38 percent in 2020 when other companies also join the competition, IHS.com reported.

The smartwatch industry is expected to move up to 101 million unit shipments in 2020, compared to 3.6 million unit shipments in 2014. Casio established its reputation in the watchmaking business in 1974 with its first digital watch, the Casiotron.

The company cemented its status after the G-Shock series was widely welcomed by users during the 1990s. Casio continues to do well in terms of watch sales, raking in a record ¥153 billion at the end of March 2015. The company also produces other devices like cameras, calculators and keyboards, but watch operations consist of almost half of its total sales.

The new president stated that he does not believe that the smartwatch will be a quick success, but they intend to grow in the long term, based on the same Wall Street Journal report.

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