Casio Computer is a consumer electronic company that is focused on differentiating itself by selling niche devices at affordable prices. It established its identity by launching Casio Mini, known as the first personal calculator, in 1972; it replicated this success in 1995 with QV-10, the world’s first digital camera with an LCD display, and in 2002 with EX-S1, the first digital camera to achieve business-card size. Casio is also known for producing tough and functional wristwatches under the G-Shock brand name, which arrived in 1983.