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 atypical innovation changed ceaselessly 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 that you could 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 imaginable to make something better — and now is the time to start doing it. We consider 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 make stronger 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.
Old world inspiration meets new world technology in this classy Caliber 8700 with alarm unlike any other. This stainless steel timepiece is loaded with features including dual time, 12/24-hour time and month/day/date and it is powered by any kind of light so you never need to change the battery.
Citizen Eco-Drive is Powered by Light, a watch that never needs a battery
Sapphire Crystal
Japanese-quartz Movement
Case Diameter: 42mm
Water Resistant To 330 Feet
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