[widowlark]

Casio is the best watch brand in the world. This is measurable - most features, battery life, versatility, utility, and durability for the lowest possible price. It's an objective truth. Given this, other watch brands have had to differentiate, and since they cannot compete on pure functionality alone, they offer luxury or, as pg points out, brand identity as a differentiatior.

[elevatortrim]

I would argue Garmins are better value for the money for fitness features but I agree. I excluded Casio because they build “brand era” watches as well as extremely cheap watches, not to mention all the other things they do. So I’m not sure where Casio is to average consumer when it comes to watches.