Casio America Inc. has announced the appointment of Shermeen Greenmun to the role of vice president of the timepiece division.

In her new role, Greenmun will oversee Casio’s watch division in the Americas and support the company’s strategies in new customer acquisition and market expansion. 

With over 25 years of experience in fine horology and luxury jewelry, Greenmun has previously worked at global watch brands Rolex, Omega, Breguet, and Grand Seiko, and has a track record in launching and relaunching brands in the U.S. market.

“As we commemorate the 50th anniversary of Casio’s watch business and the 40th anniversary of G-Shock, we recognize both brands’ enduring legacies,” said Tomoo Kato, president and CEO, Casio America, Inc.

“With a goal of further building our influence and strengthening our community, we are excited to welcome Shermeen as vice president of the timepiece division. Shermeen’s expertise will be instrumental in our strategy as we expand the G-Shock brand while upholding the timeless value of Absolute Toughness. Together, we are poised to usher in a new era of growth, reaffirming our commitment to delivering products that withstand time.”

Casio America, Inc. is the U.S. subsidiary of Japan’s Casio Computer Co., Ltd., one of the world’s leading manufacturers of consumer electronics and business equipment solutions. Established in 1957, Casio America, markets calculators, keyboards, mobile presentation devices, disc title and label printers, watches, cash registers and other consumer electronic products. 

“I’ve always had a nostalgic connection with Casio ever since my parents gifted me my first timepiece from the brand as a child,” said Greenmun.

“Casio is one of the most trusted and beloved brands in the world, and it’s an honor to join a company with such a rich history. I look forward to contributing towards the brand’s evolution and continued reign as a key player in the luxury timepiece sector.”