Casio Computer Co., Ltd. is revving up its entertainment and sports credentials once more, this time through a high-octane two-year partnership with Toyota Racing, the motorsports arm of Toyota Motor Corporation.
Kicking off in January, the collaboration positions Casio’s Edifice sports watch brand squarely in the fast lane, amplifying its global promotional drive through the adrenaline-charged world of elite racing.
Known for embodying the sleek “Speed & Intelligence” concept, Edifice timepieces fuse dynamic, race-inspired design with advanced materials like carbon fiber — staples in automotive culture — delivering both precision and visual punch worthy of the track.
The tie-up underscores shared values between the brands: relentless innovation, cutting-edge technology honed in top-tier competition, and an unyielding passion for speed.
Beyond the racetrack, the alliance taps Toyota Racing’s deep-rooted ties to entertainment and pop culture at large.
For four decades, the Toyota Pro/Celebrity Race at the Grand Prix of Long Beach saw A-listers swap red carpets for racing suits in specially prepared TRD cars. Names like Clint Eastwood, George Lucas, Keanu Reeves, Cameron Diaz, and Adrien Brody helped cement its legend, with some celebrities even advancing into motorsport careers.
Toyota also boasts iconic screen credentials — from the orange Supra in “Fast & Furious” to Marty McFly’s dream Hilux in “Back to the Future.”
Throughout the FIA World Endurance Championship season, Toyota Racing drivers will sport Edifice timepieces, with Casio and Edifice logos emblazoned near race car headlights — a high-visibility symbol of the partnership.
The move builds on Casio’s own pop-culture momentum, including its “Stranger Things” collaboration, proving the brand thrives where entertainment spectacle and high-performance sport collide on the global stage.
