Keeping Time with Trust: An Exclusive with Atul Kumar Gupta, Casio’s Man in Nepal

For over two decades, Casio has been a household name in Nepal — from the indestructible G-Shock to the timeless F-91   that’s been worn by generations, it has got a long lasting battery life of seven years. Behind that success is Atul Kumar Gupta, proprietor of Achieve International, the official importer and distributor of Casio watches in the country. Following in the footsteps of his father, who introduced the brand to Nepal in the late 1990s, Atul has been instrumental in keeping Casio relevant, authentic, and accessible in a market that has both traditional charm and modern retail challenges. We sat down with him to discuss Casio’s journey in Nepal, the evolving preferences of Nepali watch lovers, and what lies ahead for the brand.

Casio in Nepal More Than Just a Watch

Casio’s arrival in Nepal was driven by a father’s vision to close a market gap. In the late 1990s, Nepal’s watch scene was polarised — luxury imports priced out most buyers, while cheap imitations offered no reliability. Achieve International brought in Casio to give Nepali consumers something different: a watch they could trust, afford, and keep for years.

The turning point came with G-Shock, a model that seemed almost indestructible. Stories like the now-famous fall from a fourth floor without so much as a scratch gave Casio a cult following for toughness. Combined with timeless designs like the F91, Casio became not just a tool for telling time but a badge of reliability.

Today, Casio’s popularity spans age groups. The Vintage series remains a favourite for its simplicity and affordability, while G-Shock dominates among those seeking ruggedness and style. The GA2100 affectionately called the “Casio Oak”  has become a modern icon, appealing to both streetwear fans and outdoor adventurers.

Achieve International’s nationwide distribution ensures that whether you’re in Kathmandu or a remote district, an authentic Casio is never far away. Online sales have boosted brand awareness, especially in areas without physical outlets, though they also introduce pricing pressures for offline retailers.

Counterfeits remain a challenge in Nepal’s price-driven market. Achieve International combats this with strict authenticity measures: every Casio carries a unique product code, an official one-year warranty, and a VAT bill. This approach has not only safeguarded Casio’s image but also built deep trust among its buyers.

Nepal may be a small market in South Asia, but Casio gives it special attention  even launching certain SKUs designed specifically for Nepali consumers. And with the upcoming launch of Casio’s 50th Anniversary Ring Watch (CRW001) in August — a bold, limited-edition piece worn on the finger — the brand shows it’s not afraid to push boundaries while keeping quality at its core.

For Atul Kumar Gupta, the journey is personal. “I was in class 6 or 7 when I started helping in my father’s office in Bishal Bazar,” he recalls. “Over time, my interest grew, and being from a business family, it felt natural to take the reins. For me, it’s about more than selling watches it’s about preserving a legacy and keeping Casio part of everyday life in Nepal.”

Atul Kumar Gupta

Managing Director

Achieve International

How did Casio enter Nepal ?

My father started the business around 1999–2000 after identifying a gap in the Nepali watch market. There were either high-end luxury watches that were too expensive or cheap, unreliable ones. Casio was the perfect balance - affordable yet durable. His vision was to bring a brand that would be trusted for years, and Casio fit that role perfectly.

Why is Casio special for watch collectors ?

It’s a brand that blends emotional connection with technical strength. Many customers bought their first Casio as students and still keep it. That legacy, passed down from one generation to another, is why Casio holds a special place. The G-Shock’s Guinness World Records for durability only add to its legendary status.

Which models are most popular in Nepal ?

The Vintage F91, A158, and A1200WH remain constant bestsellers. In the G-Shock line, the GA2100 or “Casio Oak” is hugely popular. These models have universal appeal and remain in demand regardless of changing fashion trends.

 What are the biggest challenges in the Nepali market ?

Counterfeit products and a price-driven mindset are major issues. Some buyers choose fakes for their low price without realizing the difference in quality. That’s why we stress authenticity every Casio we sell comes with a unique product code, an official warranty, and a VAT bill.

 Casio isn’t just a watch  it’s a part of people’s life stories. The F-91 has been selling since my father’s time  that’s timeless appeal.  Every Casio we sell comes with a unique product code, warranty, and VAT bill authenticity is everything.