The very name of the brand conveys a deep respect toward craftsmanship and is considered familiar by citizens the world over. We take that mission seriously and steadfastly welcome what the future may bring.

As a true manufacturer of 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 extraordinary innovation changed forever the way watches could be powered. This leveled the field for citizens of virtually every country to be able 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 cutting-edge 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 a simple belief that no matter who you are or what you do, it is always possible to make something better — and now is the time to start doing 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.