TOKYO, March 18, 2010 — Casio Computer Co., Ltd., announced today the release of five new additions to its Edifice brand of full metal analog watches. The new EF-550 watches feature a shield piece in the center of the face for a dynamic chronograph look.

Capturing the essence of speed and intelligence, Edifice analog metal watches evoke a sense of velocity and motor sports energy with the movement of the hands and distinctive face of the watch. Edifice watches are especially popular with motor sport fans, thanks to their rich stopwatch functions and standout face designs.

The new EF-550 watches feature a bold shield piece in the center of the face that looks like a car engine cover. At the 3-o'clock position, a disk-shaped indicator and a metal part evoke the image of a car wheel and disc brake. This dynamic chronograph look expresses the energy and motor sports velocity that Edifice is known for.

The disk-shaped indicator rotates according to the time: from 6 am to 6 pm it is colored in either red or blue (depending on the model), and it turns to white for the other 12 hours, visually representing day and night. The watch also features a retrograde chronograph, accurate to 1/20th of a second, at the 6-o'clock position. The small hand ticks left and right during chronograph operation for the first 60 seconds. Meanwhile, the large chronograph measurement buttons, the large screw-lock crowns engraved with the brand logo, and the metal body with button guards to prevent operation errors or malfunction all combine to reinforce the watch's functional strength. The design evokes the mechanical image of motor sports, together with a watch face that conveys a sense of speed.

The new lineup includes the EF-550D (2 models) with solid stainless steel bands, the EF-550 with a resin band, and the EF-550PB (2 models) featuring black ion plating on the case, for a total of five models.

In 2009, Casio signed a sponsorship agreement with the Red Bull Racing Formula 1 team, a dynamic team of drivers who are ideal brand ambassadors for the Edifice concept. Casio will continue its role as a team partner of Red Bull Racing in 2010, and various sales promotion activities leveraging the sponsorship are in the works.