At noon on December 2, 2024, just nine minutes after Casio Computer Co., Ltd. launched its crowdfunding campaign, all 2,300 support slots were immediately sold out. The new product, named the "Sa-tokei" (sauna watch), is an analog wristwatch with functions specifically designed for saunas.

The keyword "totonou," symbolizing the recent sauna boom, represents an ideal state of mental and physical relaxation. This state is achieved through a cycle of warming the body in a sauna, cooling it in a cold bath, and resting in the open air. Precise time management is essential for this process. Maintaining a balance of 5-12 minutes in the sauna, 1-2 minutes in the cold bath, and 7 minutes or more of rest allows for a more effective "totonou" experience.

However, timing oneself in the high-temperature, high-humidity sauna room is surprisingly difficult. Standard wristwatches can be damaged by the heat, and smartphones are not allowed. Many facilities have 12-minute timers, but users often found them hard to see due to the dim lighting and their own eyesight.

“Could this problem be solved?”

Shinji Yamada, a young employee at Casio, thought so. The idea he proposed, born from his own experiences as a sauna enthusiast, was the catalyst.

There are broadly two approaches to manufacturing: innovation driven by new technology, and products that meet existing market needs. While groundbreaking products like smartphones capture attention, product development based on solid demand also holds significant importance. Japanese manufacturers, in particular, have a history of earning high praise for this needs-responsive development approach.

In an era dominated by digitalization and finance, the value of manufacturing based on real demand can sometimes become obscured. However, the approach of steadily solving practical problems remains a crucial role for the manufacturing industry. This "Sa-tokei" can be seen as a prime example of such needs-responsive development.

Indeed, this development process strongly reflects the characteristics of Japanese manufacturing. Casio has established a system called "IBP (Idea Booster Program)" to provide an environment where employees can pursue the creation of new businesses. This program aims to foster talent capable of generating customer value from a marketing perspective.

The team of four employees, all in the same year since joining the company and led by Mr. Yamada, advanced the development using this IBP. Yoshihiro Kobayashi for exterior design, Chihiro Suzuki for design, and Shogo Hyakkan for software development. Leveraging their respective expertise, they conducted numerous surveys and tests at sauna facilities.

The most critical aspect of product development was achieving durability in high-temperature, high-humidity environments. This required designs that could withstand the harsh sauna conditions, such as adopting Casio's first heat-resistant battery and using a special low-permeability resin.

“Initially, there were many voices of concern within the company, asking, ‘Is this really going to work?’” recalls Mr. Kobayashi. “During actual testing, we used a temperature chamber that could replicate sauna-like high-temperature environments and conducted repeated tests involving entering and exiting. Ultimately, the development members themselves conducted experiments in actual saunas and confirmed that the humans gave up before the watch did.”

The Casio employees are quite interesting (laughs). What's particularly intriguing is their deliberate choice of an analog display. Early prototypes considered Casio's signature digital format, displaying more numerical information like heart rate and body temperature. However, after repeated interviews at sauna facilities, they decided that a simple form factor with intentionally limited functions would be better.

“Saunas are also a space for temporary escape from digital society,” explains Ms. Suzuki, who was in charge of design. “Over-complication could potentially hinder relaxation. Therefore, we focused on the minimal functions of displaying the time and a 12-minute timer, achieving extremely simple operation with just two buttons.”

From a design perspective, there are also thoughtful touches unique to saunas. A distinctive feature is the coil band, familiar in hot spring facilities. Inspired by the straps of locker keys, Ms. Suzuki said, “We aimed for a design that would blend into the sauna's atmosphere.”

The market response far exceeded the development team's expectations. The crowdfunding campaign offered two Casio original models and a collaboration model with the sauna search site "Sauna Iikitai," totaling three models. They received an astonishing response, selling out in just nine minutes.

Furthermore, trial events were held at 12 sauna facilities nationwide. Magu Manpei, a comedian and heat master known for his love of saunas, commented, “People often think saunas are just about heating and cooling, but proper time management is crucial to maximize their effects. With a dedicated watch like this, more people will be able to experience 'totonou' correctly.”

This "Sa-tokei" is an excellent example of creating new value by carefully addressing market needs and combining existing technologies in an optimal way.

“Our generation is called digital natives. But perhaps that's precisely why we can re-evaluate the value of analog,” says Mr. Yamada. “We envision providing a new experience: marking time while gazing at the hands of an analog watch in the unique space of a sauna.”

After a temporary dip during the pandemic, the number of sauna users in Japan recovered to approximately 17.79 million in 2023. Notably, there has been a significant increase in younger demographics, particularly in their 20s. According to Casio's internal survey, about one in five men and one in ten women in their 20s use saunas at least once a month.

“What was impressive about this project was the keen market sense of the young employees,” commented a representative from Casio's IBP. “They intuitively understood the needs of their own generation. In the process of bringing that to fruition, they were able to fully leverage Casio's technological capabilities.”

Currently, plans for additional production and general sales of the "Sa-tokei" are under consideration. However, the implications of this product are significant. Amidst digital transformation (DX), traditional manufacturing industries are often perceived as outdated. Yet, needs-based product development, particularly "hybrid" development that appropriately combines analog and digital technologies, points to new possibilities for Japanese companies.

This path involves responding to concrete needs by combining existing technologies, in parallel with innovative technological development. And it is perhaps younger generations like these, who understand the value of both digital and analog, who are expected to lead the way.