Most fashion collaborations slap a logo on something ordinary and add a few hundred pounds to the price tag. Casio has just proven that isn't the only way. The Japanese watchmaker has teamed up with Franco-Japanese lifestyle brand Café Kitsuné on a matcha-green timepiece priced at roughly £100, and the regional pricing and specs make it a rare collab worth buying.
The AQ-230ECK-3A takes Casio's beloved AQ-230 square-face ana-digi design, a lineage that stretches back decades, and gives it a gentle matcha makeover. Café Kitsuné's signature fox appears stitched into the dial and engraved on the case back and clasp. The pairing of retro Casio credibility with a cult cafe brand explains why this one has caught attention so quickly.
How Much Is the Casio X Café Kitsuné Watch?
Pricing varies by region. Japan lists it at around ¥17,600, the US price is $120, and it launches at €99.90 in Germany from 8 September, all of which support that rough £100 UK estimate.
It's a modest premium over standard AQ-230 models, which typically cost about half as much, with steel AQ-230 pieces often sitting around £45 to £60 at major UK retailers. Buyers are paying a small collab tax here, not a designer markup.
Where to Buy in the UK
The watch launched through Casio's online store, Café Kitsuné retail locations, and the Maison Kitsuné website. Japan preorders opened on 1 September, with general release on 3 September. Germany's on-sale date is confirmed for 8 September, and UK listings typically follow within days.
Stock is already moving fast, with the watch showing as out of stock on Maison Kitsuné's website, so anyone hoping to buy one should act quickly once UK availability is confirmed.
On Maison Kitsuné's website, use the 'Notify Me' option on the product page, fill in your email address and size, and you'll get an alert the moment it's back in stock. Search 'AQ-230ECK-3A' directly on Casio's UK site as well and avoid third-party marketplaces until official stock appears.
Casio X Café Kitsuné Watch Specs
This isn't a stripped-back fashion piece dressed up as a watch. The case measures 38.8- by 29.8- by 8.1mm and weighs just 47 grams, built from resin with a chrome-plated metallic finish and a plastic crystal rather than sapphire.
Casio's Module 5154 features a dual-time display, a 1/100-second stopwatch, an hourly chime alarm that doubles as a daily alarm, an auto calendar, and an EL backlight.
Accuracy sits around ±30 seconds a month, and the battery should last roughly three years. The self-adjustable steel bracelet fits wrists roughly 150 to 205mm, and water resistance covers everyday use rather than swimming or diving.
Even the packaging gets the matcha treatment, arriving in a tin coloured to match the dial.
Who It's for (And Who Should Skip It)
As an everyday watch, it suits minimalist design fans, retro digital watch collectors, and anyone into cafe-culture aesthetics who wants something wearable rather than collectable.
Buyers wanting sapphire glass, higher water resistance or premium finishing will find the standard AQ-230 range, or Casio's prior G-Shock x Maison Kitsuné release, a better fit. This isn't the brand's first fox collaboration either, following an earlier orange-dial version, so fans of the partnership have some form to compare it against.
There's no published production number for this collab, so treat it as limited and expect quick sell-outs once UK stock appears.
