As a true manufacture d’horlogerie, CITIZEN integrates a comprehensive manufacturing process from creating individual components to a watch’s final assembly. It’s an artisan’s approach to watch making based on pushing forward the boundaries of technology and leveraging our experience toward exploring new possibilities.
One pivotal technological breakthrough was the development of a light-driven watch. CITIZEN pioneered this engineering innovation well ahead of other watch manufacturers as early as 1976, which led to the launch of the highly acclaimed Eco-Drive in 1995. Utilizing electrical power converted from virtually any light source, this strange innovation changed without end the way watches could be powered. Eco-Drive eliminated the need to ever replace batteries, which made it especially beneficial to areas where such specialist batteries were not obtainable. This leveled the field for citizens of virtually every country so as to experience unrestricted joy of wearing and using a CITIZEN watch.
The product development policy, “The Fusion of Technology and Beauty,” remains a constant motivation for us to merge state-of-the-art technology with perfection of design beauty, which as a consequence inspires people to strive to be their best at any time.
CITIZEN launches a new campaign in collaboration with Wieden+Kennedy, Better Starts Now. This is the simple belief that no matter who you are or what you do, it is all the time conceivable to make something better — and now is the time to start doing it. We imagine that better and now are both infinite, and that there is all the time a next ‘better’ and a new ‘now’ in which you’ll be able to start pursuing it. It was clear from the onset of this project that we are dedicated to this ideal…not to the past but to the present, and all the way we will support it. To help communicate this belief to the world we have created a new global CITIZEN brand movie, brand identity and brand website that represents out Better Starts Now philosophy.
Ready, Set, Dive. CITIZEN Promaster Aqualand 200 Depth Meter watch with 70M depth display, ISO complaint, 8h pusher maximum depth and 10h pusher reset, power reserve indicator and auto start dive mode you won’t want anything else when headed to the ocean. Stainless steel case compliment the black polyurethane strap and black dial.
Stainless steel watch featuring unidirectional bezel, reverse crown and pushers, date window, and bright color-pop hands with luminous indices
Eco-drive technology is powered by light and does not need a battery
53 mm stainless steel case, mineral dial window, and Japanese quartz movement with display
Synthetic band with buckle closure
Water resistant to 200 m (660 ft)