Casio is set to go head to head with Apple by launching its own smartwatch.

The Japanese brand is aiming to develop a "watch that tries to be smart" as opposed to a smart device, the Wall Street Journal reports, with the company focusing on comfort and durability for a release expected in the US and Japan in 2016.

"We are trying to bring our smartwatch to a level of watch perfection: a device that won't break easily, is simple to put on and feels good to wear," new president Kazuhiro Kashio told the publication.

In terms of price range the new Casio will likely be priced around US$400 (RM1,503), Kashio said. – AFP Relaxnews