Casio Hopes to Best Apple Watch with $400 Smartwatch

Nearly 40 years after introducing its first Databank watch, Casio plans to jump into the smartwatch category next March, according to a report from the Wall Street Journal.

Casio President, Kazuhiro Kashio has spent the last four years leading the team working on prototypes told the Wall Street Journal that he doesn’t believe “the smartwatch will be an instant success” but that the company wants to grow it in the longer term. He also has big ambitions for the watch including a “competitive” $400 price tag.

Unfortunately, the watch doesn’t look like it’ll be ideal for women since the report claims that it will be targeted at men for “outdoor sports and leisure.” Kashio also claims the watch won’t become a victim of broken screens.

“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,” Kashio says.

The watch will be available in the US and Japan this coming March.