Casio UK campaign manager Warren Halliwell says the job combines marketing at the London headquarters with field assignments designed to show watches in the environments they are made for. His route there ran through watch retail, technician training, aftersales and Hublot; his most memorable project took him into the Southeast Asian jungle with Malaysian Special Forces and a G-Shock MUDMASTER GG-B100.
Halliwell’s account comes from a WatchPro USA interview published September 25, 2026. The career details, project recollections and comments about watch performance below are his own account, not independent verification.
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How Halliwell reached Casio
Halliwell says he started in watch retail at F.Hinds in Wolverhampton. Helping customers choose watches gave him a view of what retailers need from brands: product knowledge, training and practical support.
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He then trained as a watch technician and moved into aftersales before working with Hublot, part of the LVMH Group. He says he joined Casio ten years before the 2026 interview and developed into the senior content and campaign manager role. His progression connects hands-on product knowledge and customer-facing retail experience with campaign work.
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What the job involves week to week
There is no single routine, in Halliwell’s description. Some days mean emails and meetings at Casio’s London headquarters; others involve field work with a military unit or collaboration with athletes, musicians and creators. The work can move between planning a campaign and seeing how a product fits into the setting it is meant to serve.
That mix also shapes the role: it is not only about producing promotional material. Halliwell says direct experience with people and environments helps him find more meaningful ways to explain a watch’s purpose.
Why the Malaysian jungle project mattered
Halliwell describes a two-week assignment in the jungles of Southeast Asia with Malaysian Special Forces as his most memorable project. He was there to train the unit on the then-new G-Shock MUDMASTER GG-B100 and observe how it performed in demanding conditions. Members of the UK military were also embedded with the unit, he says.
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1Fix the driver behind crashes, sound loss and screen glitches2Repair Windows errors before they cause bigger problems3Scan for outdated or missing drivers - takes under a minuteHalliwell recalls that the Malaysian unit was interested in the watches because, in his account, they did not corrode or malfunction in those conditions. He described algae on equipment as a problem because it could hold moisture and contribute to corrosion. Those observations are his account of the assignment; the interview does not report controlled testing or independent technical validation.
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On the return journey, Halliwell says he passed through Kuala Lumpur shortly before the city locked down as COVID began spreading globally. He says the experience changed how he thought about presenting a product: a watch’s capabilities are easier to understand when people see it in a setting where those capabilities matter.
How he thinks a watch campaign should work
“I’d always rather show a watch doing what it was designed to do than simply talk about it,” Halliwell told WatchPro. He says Casio’s philosophy is “Creativity and Contribution” and argues that a brand should explain how a product can help people without overstating what it can do.
For specialist Master of G watches aimed at pilots, adventurers and other professionals, that means connecting particular functions to the situations in which they are useful. Halliwell describes a common campaign format: a film that introduces the story, paired with a more detailed product demonstration that explains how the watch’s functions matter in its intended environment.
Casio UK’s approach to customers and culture
Halliwell says the UK team works closely with colleagues in Japan while giving its campaigns room to reflect UK culture and a diverse customer base. He describes the strategy as building genuine relationships with customers rather than relying only on product promotion.
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He cites G-Shock Radio as an example of supporting music, culture and communities connected to the brand. “It’s not about selling products; it’s about supporting music, culture and communities that have been part of G-Shock’s story for decades,” he said. The distinction is between treating a campaign as a sales message and investing in the cultural activity that gives a brand meaning for its audience.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Who Halliwell sees as the G-Shock customer
Halliwell’s view is that watch discovery has changed more than the customer has. He says some younger buyers are drawn to watches as expressions of style and identity, while others prioritize toughness and function. “For some younger customers, a watch is as much about style and self-expression as it is telling the time,” he said.
That is Halliwell’s perspective from his work, not the finding of a consumer survey. His stated challenge is to address different motivations while keeping G-Shock’s identity recognizable. He says the next step is to keep telling authentic stories, show products in suitable contexts and remain connected to the communities that have supported the brand.
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What his account says about the role
- The career path he describes starts with retail and technical knowledge, then moves through aftersales into brand campaigns.
- The work spans office-based planning and field assignments, with direct engagement in the environments and communities a campaign is about.
- His preferred campaign makes a product’s purpose visible, then explains the relevant functions without claiming more than the evidence supports.
- He sees cultural connection and product communication as complementary: campaigns can serve communities while also helping audiences understand a watch.
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