The first Casio Watch model was the Casiotron launched in 1974. It was the first digital wristwatch in the world that included an automatic calendar function. It was touted as the symbol of high technology at the time. The luxury timepiece was sold for 58,000 yen when college graduates were employed with a starting salary of between 70,000 yen and 80,000 yen a month. But digital wristwatches became popularized in the 1980s, with the luxury wristwatch market swinging back to analog pieces. Casio launched the G-Shock, whose selling point was ruggedness, in 1983, capturing the hearts of young men with the digital watch. Meanwhile, lower-priced wristwatches were consolidated into the Casio Watch lineup. While Casio Watches were cheap but high quality, the company made no promotional efforts. They continued to be sold with little fanfare. A turning point came in 2010 during the FIFA World Cup held in South Africa. The wrist of a Spanish TV reporter with a microphone in her hand captured the attention of the audience. She was wearing a Casio Watch.