Casio celebrates the moments we experience with its new OUT OF TIME campaign in Milan A season of new releases spanning analog, digital, and mechanical formats
The new OUT OF TIME campaign by Casio Italia stems from a simple yet effective idea: time is not just something you measure, it is something you live. Against the backdrop of a Milan always on the move, with its crowded sidewalks, neighborhood cafés, and streets that change light from dawn to sunset, the campaign portrays three different personalities who go through the day with their own rhythms and attitudes, held together by a single thread: the watch on their wrist. Not a posed accessory, but an object that truly belongs to the wearer, a natural part of a look, a gesture, a moment.
This is the promise that Casio has been carrying forward for decades and that the new season relaunches with strength: to be a brand that does not choose just one type of person, but knows how to speak to anyone with a style to express and a day to live with awareness. And precisely for this reason, in the new campaign we follow the day of three characters who never meet, experiencing the same places at different times: a professional who cultivates his style and younger guys who, instead, want to express their personality without compromise.
Functionality and personality have never been in contradiction for Casio. On the contrary, it is precisely at the point where they meet that something authentic is born. The city is the perfect context to tell this story: Milan, like its watches, never stops, it changes register from morning to evening without losing the thread of itself.
The Casio Automatic
The first protagonist of the line-up is the Casio Automatic EFK-110, a model that bears the signature of mechanics in the collection. It is CASIO's new automatic, a collection of watches with Japanese automatic mechanical movement with 21 jewels, power reserve of at least 40 hours, screw case back with mineral glass that allows you to admire the caliber in action. The sapphire glass with anti-reflective coating enhances a minimalist carbon-effect dial with three silver fluorescent hands and date.
With its stainless steel case and bracelet, water resistance up to 10 bar and its three essential colorways white, blue and black, the EFK-110 is a watch that declares a precise style for those who appreciate technology and performance without aesthetic compromises.
Casio's new analog line-up
On the analog front, the new MTP-B215 series is versatile and capable of adapting to the different moments of the day. The rectangular stainless steel case is the distinctive and most sophisticated feature of the line, which consists of four models with coordinated stainless steel bracelets with folding buckle closure, available in black, blue and light gray dials. For a more classic aesthetic, there is the MTP-B215L-7AV, already available since this May in its three different colorways, which pairs the steel case with a leather strap in contrast with the light dial and is also equipped with mineral glass and water resistance up to 5 bar.
On the same wavelength is the LTP-B150L-7B1, a reinterpretation of the classic analog watch that breaks the patterns of the classic round case with a squared and elongated steel shape that recalls the elegance of watchmaking of the past. Both the white dial with its Roman numerals and the black leather strap add a sense of timeless elegance. But despite its delicate appearance, the model features a precise quartz movement with approximately three years of autonomy and a scratch-resistant mineral glass: all designed to be worn while forgetting it's on your wrist, but without going unnoticed.
Then there is the UTP-1302PD line with its distinctive three hands and seven color variants, a medium-sized case that makes the timepiece comfortable and adaptable to each personality, while the clean and balanced design easily lends itself to different styles and different moments of the day. This model has a date and can withstand water up to 50 meters while the ion plated finish makes it both refined and durable over time.
Casio Vintage models
In the Casio Vintage world, the new LA670WEGS-9AEF and LA670WES-7AEF bring two new chromatic interpretations to an already very iconic case for the brand available from June. There is a gold model with a stainless steel bracelet and a more essential and bright silver one. Both maintain the harmonious and extremely thin profile of the series and all the functions that have made the LA670 a reference: the iconic mirrored case, stopwatch to one-tenth of a second up to one hour, seven preset timers up to 30 minutes, daily alarm and automatic calendar.
The AQ-240 is the latest addition to the Casio Vintage collection that reinterprets one of the brand's most loved models with an updated visual language. Available in six colorways, the compact case with a slightly rounded profile gives a fluid and contemporary effect, while the horizontal link bracelet recalls the Eighties aesthetic, one of the brand's iconic eras. The sunburst-finished dial, which combines thin indexes with analog hands and a digital display, has a luminous texture that captures light reflections. On the technical side, the model retains all the functions of the series: dual time, stopwatch to one-hundredth of a second, daily alarm, hourly signal, automatic calendar and 12/24 hour format. It is also water resistant and with an autonomy of about three years.
The AQ-230 carries forward the same hybrid vision with its analog dial enriched by a digital window, presented in twelve different colorways that include both the two iconic silver and gold versions and a new gold variant with a honey-colored dial with steel, leather or Milanese mesh strap. While completely new in approach is the ABL-100, with its four colorways, the first in the Casio Vintage family to feature an integrated pedometer with direct display visualization, Bluetooth® connectivity and data synchronization via a dedicated app.