April 2017


    Marking the World’s First Flagship Store by Citizen Watch Group


TOKYO, Japan, April 18, 2017 – Citizen Watch Co., Ltd. is pleased to announce the grand opening of the “CITIZEN FLAGSHIP STORE TOKYO,“ the world’s first flagship store from the Citizen Watch Group, in the newly launching GINZA SIX, Tokyo’s premier luxury shopping destination, opening in Ginza on April 20, 2017. The new store boasts one of the largest collections of CITIZEN brands and Citizen Watch Group brands curated under one roof, including the world’s first Arnold & Son boutique, and aims to welcome customers from around the world, in line with company’s mission to enrich the lives of global citizens.




December 2016

       CITIZEN to Support ISU Figure Skating Competitions for 34th Year
Longest-running sponsor sees sport as displaying spirit of “Better Starts Now”


TOKYO, Japan, December 8, 2016—CITIZEN will continue its sponsorship of figure skating this winter, supporting five International Skating Union (ISU) competitions in five countries. The supported events this season, which marks CITIZEN’s 34th year as an official ISU sponsor, begin with the Grand Prix of Figure Skating Final 2016/2017 in Marseille, France from December 8 to 11, 2016, and culminate in the ISU World Figure Skating Championships in Helsinki, Finland from March 29 to April 2, 2017.


Having supported international figure skating since 1982, CITIZEN is the longest-running official sponsor of the ISU, which is exclusively recognized by the International Olympic Committee as the international federation administering figure skating and speed skating events worldwide. This year’s competitions will bring together the world’s biggest names in figure skating, including Olympic champions and medalists, as well as World and European champions both at junior and senior levels. The 2017 World Championships is a pivotal event in the figure skating calendar, as it will largely determine the number of entries for each country at the 2018 Winter Olympics. Many top skaters have set their sights on a comeback in Helsinki, hoping to repeat past Olympic successes.

 “I am very excited about the upcoming ISU Championships and I look forward to competing in Marseille, Ostrava and Helsinki,” said Javier Fernández López, the two-time World Champion and four-time European Champion figure skater from Spain. “The 2016/2017 season is particularly important as we are only 15 months away from the next Winter Olympic Games in Korea.”

 “We are very pleased with our new programs. We look forward to the ISU Championships and Grand Prix Final which we will compete in during the 2016/2017 season—the last season prior to the next Winter Olympic Games in Korea,” said Maia and Alex Shibutani, the U.S. ice dance pair who this year won the U.S. Ice Dance Championships and the Four Continents Figure Skating Championships and won a silver medal at the World Figure Skating Championships.

This year also marks the 40th anniversary of the world’s first analogue quartz light-powered watch, launched by CITIZEN in 1976. CITIZEN continues to enhance its proprietary light-powered technology Eco-Drive1 and this year launched its new flagship model Eco-Drive One, the world’s thinnest2 light-powered watch with a case just 2.98 mm thick3. The extremely thin (1.00 mm) movement from which the Eco-Drive One takes its name presented many complex technical challenges, requiring CITIZEN to specially redesign almost every component, proving its dedication to pushing the boundaries of what is possible through continuous improvement.

Figure skating involves a similar dedication to continuous improvement and to ideals and values like those that define CITIZEN as a brand. CITIZEN’s brand statement “Better Starts Now” expresses the belief that no matter who you are or what you do, it is always possible to make something better—and the time to start doing that is now. Skaters must constantly strive for better—better execution of clean, balanced movements, linked with intricate footwork, in performances that are as athletic as they are creative in their expressive interpretations of patterns, rhythms, dynamics and tempo. Achieving such excellence in technical precision and artistic style requires continual effort, day by day and moment by moment. CITIZEN believes that its record of invention and improvement driven by discipline and determination makes it the ideal sponsor for the sport of international figure skating—which demands the same of its participants—and continues to find inspiration in the skaters’ performances each year.

CITIZEN is the official corporate sponsor of the following ISU competitions.

2016/2017 Season



December 8 – 11, 2016

Grand Prix of Figure Skating Finals                  

Marseille, France

January 25 – 29, 2017

European Figure Skating Championships

Ostrava, Czech Republic

February 14 – 19, 2017

Four Continents Figure Skating Championships

Gangneung, South Korea

March 15 – 19, 2017

World Junior Figure Skating Championships

Taipei City, Taiwan

March 29 – April 2, 2017

World Figure Skating Championships

Helsinki, Finland



1. Eco-Drive is CITIZEN’s proprietary technology that powers watches using any natural or artificial light source, eliminating the need to replace batteries. Certified as an Eco Mark product for the first time in the watch industry.

2. As of February 2016 for an analogue light-powered watch according to research by Citizen Watch Co., Ltd.

3. Dimensions are nominal. Actual product size may be up to 0.22 mm thicker due to tolerance.




September 2016



                                                                                                                              *A image of the venue in 2015


Citizen Watch announced that it had come to an agreement with The United States Tennis Association (USTA) to extend its long-standing partnership through 2020. CITIZEN was the first corporate partner to extend its sponsorship through the completion of the strategic transformation of the USTA Billie Jean King National Tennis Center (NTC). The new deal provided CITIZEN with expanded brand visibility throughout the USTA Billie Jean King National Tennis Center grounds and an enhanced presence on US Open digital platforms, while continuing its position as the Exclusive Timekeeper for the tournament.  CITIZEN also became the Official Timekeeper of the Emirates Airline US Open Series and now has a presence at all of the U.S.-based Series’ tournaments.  In addition to CITIZEN’s presence within the US Open and Emirates Airline US Open Series, the brand has plans to be integrated into the USTA’s future “Home of American Tennis” in the Lake Nona region of Orlando, Florida.

CITIZEN has been a sponsor of the US Open for twenty-four years and the new deal will take the relationship beyond the 50th Anniversary of the US Open which will occur in 2018.

The 2014/2015 transformation of the USTA Billie Jean King National Tennis Center yielded additional exposure for CITIZEN. In 2015, a CITIZEN clock was presented on the façade of Arthur Ashe Stadium. There was also eight new double-sided clocks throughout the Club and Promenade level of Arthur Ashe Stadium. Additionally, clock towers can be found throughout campus during the two weeks of the U.S. Tennis Open and digital match clocks on the courts.



CITIZEN marks 40th anniversary of its proprietary light-powered technology

      with Eco-Drive Lounge exhibition at International Hub Airports


In June 2016 we will showcase the CITIZEN “Eco-Drive Lounge” across nine international airports. This exhibition celebrates the 40th anniversary of the launch of Eco-Drive, the world’s first analogue light-powered watch.

Through the Eco-Drive Lounge, CITIZEN will demonstrate Eco-Drive technology. An innovative technology which converts any source of light into electrical energy to continuously power the watch.

At the Eco-Drive Lounge, our flagship “Eco-Drive One” models for 2016 will be on display. Eco-Drive One is the world's thinnest light-powered watch and was unveiled at Baselworld earlier this year.

40 years of Eco-Drive technology advancements has enabled CITIZEN to create a series of Eco-Drive watches that are thinner and lighter than ever before. The Eco-Drive One collection has movement thickness of 1.00mm (design value) within a watchcase size of only 2.98mm.

The Eco-Drive One highlights CITIZEN as a pioneer of light-powered technology and a true manufacture d'horlogerie.

Our brand statement “Better Starts Now” is the 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.

We hope that the global audience experience the allure of Eco-Drive through the Eco-Drive Lounge.

* Eco-Drive is CITIZEN’s proprietary technology which powers the watch using any natural or artificial light source, eliminating the need to replace batteries. Certified as an Eco Mark product for the first time in the watch industry.

* As of May 2016, for an analogue light-powered watch according to research by Citizen Watch Co., Ltd.


“Eco-Drive Lounge” exhibition schedule









Sydney International Airport





Shanghai Hongqiao International Airport





Changi Airport, Singapore





Dubai International Airport





Beijing Capital International Airport





Suvarnabhumi Airport

(Bangkok Airport)




São Paulo

Aeroporto Internacional de Guarulhos

(GRU Airport)





Frankfurt Airport




Hong Kong

Hong Kong International Airport



* Cities, airports and months are subject to change.




Make- A-Wish Partnership

Citizen Watches Australia are extremely proud to announce a partnership with Make-A-Wish® Australia, helping to make vital wishes come true for seriously ill kids and teenagers.

CITIZEN sees the world as a work in progress, a place to support each other and grow together. Partnering with Make-A-Wish gives us the chance to shine the light on a cause that betters others and their surrounding loved ones, enabling them to experience things they once thought weren’t achievable.

Make-A-Wish makes the cherished wishes of children and teenagers battling life-threatening medical conditions come true – giving them hope for the future, strength to face the challenges of their illness, and joy from their incredible wish experience.

Make-A-Wish wishes are vital, build resilience and, together with medical treatment, give seriously ill children the best chance of survival. We’re committed to working with Make-A-Wish to help ensure each and every one of the really sick kids and teens around the country experiences the healing power of a wish.


To see how you can get involved, visit makeawish.org.au or call 1800 032 260.



March 2016

Basel World - Horizontal Time

What if we have two parallel time that existed in chronological progressions? What would it look like? Time relentlessly marches forward, but what if two parallel time actually overlapped, contested with each other in a simultaneous existence? Perhaps we would have a chance to perceive time in a new way.

"Horizontal Time" in The CITIZEN Baselworld 2016 installation represents the flattened, horizontal properties of time. Around 60,000 constellating CITIZEN main plates fill a space at the venue in Basel. It is an attempt to give physical form to two dimensions existing in time: its front and back, strength and weakness, strictness and ambiguity, memory and prediction, past and future, consciousness and unconsciousness.

CITIZEN's new 'Eco-Drive One' is a bold demonstration of the watchmaker's quest to instrument the thinnest timepiece possible. The face on top that tells the time and the base inside which time is measured have been compressed to the utmost limit, thus achieving the creation of the world's thinnest watch. One idea behind this instrument that seems utterly lacking in breadth was for time to transcend the physical properties of the watch and vanish into a flattened state in which only light remains to exist.

When one senses the light emanating from the horizontality of time, it is an experience that shows how much we have yet to learn about the new dimension of time.


Tsuyoshi Tane (DGT.)


DGT is an international partnership founded in 2006 in Paris and practicing Architecture, Urbanism and Space Design. It is lead by three architects: Dan Dorell, Lina Ghotmeh and Tsuyoshi Tane.

DGT gained an international reputation through the winner of the international competition to design the Estonian National Museum, (to be completed in September 2016), a shortlisted finalist for the competition to design the New National Stadium of Japan and has numerous ongoing projects, internationally. The major works “A House for Oiso”, “LIGHT is TIME – CITIZEN”, “Re-Alimenter Messena” has been widely published and has ongoing projects in France, Swiss, Lebanon and Japan. DGT. has won several awards among which the French Ministry of Culture (2008),  double prized in the Milan Design Awards (2014) and was selected “Visionary Architects for a new decade” by European Architects Review. www.dgtarchitects.com


Yutaka Endo
Art Director & Producer at LUFTZUG

Born in Niigata in 1977, Endo produces unique creations involving music, video, design and computer technology, with a focus on contemporary dance. Since 2002 he has been involved in various fields of planning, working as an art director, producer and technical coordinator. In 2005 he founded LUFTZUG CO., LTD. out of a desire to engage in creative directing. LUFTZUG began its

work with the intent of "establishing a role as a media intermediary." As a bridge between people, technology and ideas, Endo endeavors to bring productions into being that play a social role. LUFTZUG EUROPE was established in Amsterdam in 2012. Endo aims for heightened sensual exchanges and ubiquity by removing borders around where he works. Endo's work as a technical director has included installation project for MILAN DESIGN WEEK (Canon 2010-2012, Panasonic2013-2014, CITIZEN 2014), CITIZEN Baselworld (2013-2015), Ginza Sony Building Installation

(2011-2013), Akihisa Hirata “Tangling" Exhibition in London (2012) "Room of Objects, Sounds and

Video" for the Design Ah! Exhibition(Tokyo 2013), The Hokusai exhibition(Paris 2014) and

Exhibition "Architect Frank Gehry 'I Have an Idea'"(Tokyo 2015).




October 2015

World Solar Challenge 2015

What began as a local idea to traverse cross-country from Darwin to Adelaide, Australia in 1987, has grown to become an epic international journey to push the limits of clean energy technologies to propel solar powered vehicles farther. And CITIZEN, as official time partner, has supported the team right from the start.

Every two years, 42 teams from 24 countries vie to design and build the ultimate efficient electric vehicle powered only by sunlight to navigate across 3,000 kilometers of hot, unforgiving roads.
With similar inspiration and non-stop verve to explore natural light power, CITIZEN has innovated Eco-Drive — and the breakthrough proprietary light-driven technology that has changed the way watches are powered today, and which is the one of our innovative technologies for people based on our brand statement “Better Starts Now”: This is the 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. 
Eco-Drive is the culmination of state-of-the-art technologies and exquisite design, which was pioneered by CITIZEN as early as 1976.

For CITIZEN, sponsoring the Solar World Challenge as official timekeeper is a natural extension of its spirit of innovation toward developing environmentally sustainable energy for the future, and we’re proud to be a part of such an important event.


WSC 2015     WSC 2015     WSC 2015


19 March 2015


BASELWORLD 2015 — to be held in Switzerland from March 19 to 26 — CITIZEN will participate in the world’s largest watch and jewelry exhibition for the 30th time since 1986 and unveil the latest Eco-Drive products, which reflect our brand statement “BETTER STARTS NOW”.

This year, CITIZEN will present the Eco-Drive SATELLITE WAVE F900, the world’s thinnest*1 multi-functional light-powered GPS satellite-synchronized watch with the world’s fastest*1 signal reception speed. This new model embodies the same design concept as the model launched in 2014, the Eco-Drive SATELLITE WAVE F100, “SPEED” with its thin and stylish modern design. It includes new functions such as chronograph and a dual-time display function that allows the watch to display the time in two different world time zones simultaneously. Additionally, the case and band of this new model are made with Super Titanium™*2, a material that will play an important role in our product line-up for 2015.

This year’s installation which is the third in a series designed by Mr. Tsuyoshi Tane is an interpretation of the bilateral relationship between light and time. The relationship between light and time is one of the hallmarks of our brand as represented by our Eco-Drive technology, a technology that converts any light into power. We are committed to being BETTER and to push our current technologies into the future through new innovations.
CITIZEN continues on our path as a brand driven to shape the future of watchmaking.

*1 As of March 2015 as a multifunctional satellite synchronized watch (According to the research data by CITIZEN WATCH CO., LTD)
*2 Super Titanium™ is our special titanium material made by CITIZEN’s proprietary titanium processing technology and surface hardening technology, Duratect. 


As the world’s largest watch and jewelry international exhibition, BASELWORLD is held every spring in Basel City, Switzerland. The history of the exhibition dates back to 1917 with the opening of the “Swiss Industries Fair Basel”. In addition to brands from Switzerland, world-renowned brands from Europe, Japan, Asia and the U.S. come together in Basel City to unveil their collections to the world. Each year, more than 100,000 visitors gather here from all over the world to keep abreast of trends of watches and jewelry.



15 January 2015

CITIZEN first in the watch industry to win “Eco Mark Award 2014” gold prize

January 15th, 2015, Tokyo Japan ― CITIZEN proudly announces that it has won a gold prize at the “Eco Mark Award 2014” organized by the Japan Environment Association (JEA). This award recognizes CITIZEN’s contribution to the improvement of consumer awareness about the environment through its Eco-Drive watches. It is the first time for a company in the watch industry to win the gold prize, the highest honor of this award.

The Eco Mark Award was established in 2010 by JEA to award companies and organizations that make superior efforts to produce and promote environmentally friendly offerings, such as Eco Mark certified products. The goals of the award are to help consumers make eco-conscious choices of products and recognize companies that contribute to a sustainable society by making their products more environmentally friendly.

Why the Judges Chose CITIZEN

In 1996, CITIZEN received Eco Mark product certification as the first company in the watch industry to produce watches featuring “Eco-Drive.” This light-powered technology harnesses light from any natural or artificial source and converts it into energy for watches. Since then, CITIZEN has continued to lead the watch industry toward eco-consciousness through various efforts, such as making 99% of watches sold in Japan under the CITIZEN brand eco-friendly. These efforts include not only improvement of the performance of the environmentally friendly technology Eco-Drive but also fusing technology and beautiful design. The result is an attractive product lineup that allows consumers to choose a watch that not only matches their personal preference but also they can use for longer period.

CITIZEN has also contributed to the exposure of Eco Mark in various consumer-facing materials, including its product catalog, website, and in-store tools. This exposure has not only improved name recognition of CITIZEN’s Eco-Drive technology but has also contributed to increasing consumers’ consciousness about environmentally friendly products.

From CITIZEN about the Award

It is a great pleasure for CITIZEN that we have won the Eco Mark Award 2014 gold prize. In 1970s, when quartz watches came onto the market as a major breakthrough in watch industry, CITIZEN already realized an issue caused by used batteries and began developing a light-driven watch. This resulted in the world’s first light-powered analogue quarts watch in 1976.

Having overcome numerous hurdles to improving on the technology, this innovation was launched in the worldwide market in 1995 under the Eco-Drive name. Refinements of this technology have been ongoing. Now, it has won the confidence of the global audience, and environmentally conscious Eco-Drive is a key component of CITIZEN brand.

One major recognition of our efforts to improve this technology was receiving Eco Mark product certification in 1996—the first company in watch industry to achieve this honor. CITIZEN views the Eco Mark as evidence of the value that our technology offers to our consumers and society. Achieving this recognition has further encouraged us to drive forward with improving our technology and product lineup. This includes the newly introduced the Eco-Drive SATELLITE wave F100 that features the world’s fastest*1 signal reception speed of as little as 3 seconds, which was developed and produced pursuing better usability for consumers.

So to live up to the status of a first watch company to receive Eco Mark product certification and an Eco Mark Award gold prize, we intend to keep working to promote Eco Mark and contribute to a more sustainable society.
*1: As of June 2014 as a light-powered analogue watch (according to the research data by Citizen Watch Co., Ltd)

About Citizen Watch

Citizen Watch is a true manufacture d'horlogerie with a comprehensive manufacturing process that extends from creating a watch’s individual components to its final assembly. The company operates in more than 100 countries around the world. Since its founding in 1918, Citizen has held the belief of “Better Starts Now” — that is, No matter who you are and what you do, it is always possible to make something better, and now is the time to start doing it. Sharing this belief, we have made watches, invented and improved technologies and explored the future of watches such as our propriety light-powered technology “Eco-Drive” and state-of-the-art satellite-synchronized timekeeping.


08 December 2014

CITIZEN announces sponsorship of five ISU official competitions

December 8th, Tokyo Japan - Citizen Watch Co., Ltd continues this winter with its corporate sponsorship of the International Skating Union ( ISU) beginning with the competition in Barcelona, Spain on 11th to 14th. This year’s Grand Prix will host winners from the preliminary rounds held in the US, Canada, China, France, Russia and Japan.

As one of the official sponsors for this year’s finals, CITIZEN remains the longest running sponsor for the ISU, having continuously supported the international competition since 1982.

BETTER START NOW, Citizen newly created brand statement summarizes the ethics and discipline behind the brand. No matter who you are and what you do, it is always possible to make something better and that now is the time to start doing it. Consequently it invented, crafted and improved various technologies and products among which are Eco-Drive technology that powers watches using any light source, and Satellite Wave which receives time signals from orbital satellites anywhere in the world. Working to create new technologies or making its current technologies better and more efficient is the driving force behind the brand.

CITIZEN believes that its experience of invention and improvement coupled with discipline makes them the perfect sponsor for the sport of international figure skating which requires the same from its skaters.

CITIZEN will be sponsoring the following five ISU (International Skating Union) official figure skating games.

  1. ISU Grand Prix of Figure Skating Final 2014-2015 (Date: 11th - 14th December 2014 / City: Barcelona, Spain)
  2. ISU European Figure Skating Championships 2015 (Date: 26th January - 1st February 2015 / City: Stockholm, Sweden)
  3. ISU Four Continents Figure Skating Championships 2015 (Date: 9th - 15th February 2015 / City: Seoul, Korea)
  4. ISU World Junior Figure Skating Championships 2015 (Date: 2nd - 8th March 2015 / City: Tallinn, Estonia)
  5. ISU World Figure Skating Championships 2015 (Date: 23rd - 29th March 2015 / City: Shanghai, China)


20 November 2014

CITIZEN’s first North America flagship store to open in Times Square, New York City as a catalyst to expand the CITIZEN Brand globally

November 20, Tokyo, Japan - Citizen Watch Co., Ltd. announced the grand opening of the brand’s flagship store in Times Square, New York City on November 19, 2014. Located at 1500 Broadway, this is the first CITIZEN Watch flagship store in North America. The 120m2 store will feature a full range of watches such as its flagship model “Eco-Drive SATELLITE WAVE F100” powered by Eco-Drive, CITIZEN’s proprietary light driven technology.

By opening a flagship store at the epicenter of one of the world’s most prominent destinations, CITIZEN will maximize the brand’s visibility with the over 39 million tourists, travelers, commuters, and local New Yorkers that walk through Times Square each year. The store is designed to appeal to amateur and serious watch enthusiasts alike. It will serve as a world-class showcase for the CITIZEN Watch brand with state-of-the-art interactive and hands-on displays and exclusive offerings, as well as knowledgeable staff members who will be well versed in the art and science of creating watches that reflect the best of design and CITIZEN’s own technologies.

Toshio Tokura, president and CEO of CITIZEN Watch Co. Ltd., commented, “We are pleased to announce the grand opening of this new flagship store at such a location known as ‘The Crossroad of the World’. We expect that this store will be the place that enables more consumers to touch our brand and know more about our products and stories.”

CITIZEN announced its first global brand statement this year, “BETTER STARTS NOW”; the simple belief that, no matter who you are and what you do, it is always possible to make something better. And now the brand is doing something better by opening this flagship store. CITIZEN expects this store will help to spread their message to even more people around the world.

CITIZEN currently has more than 100 retail stores including flagship store (as of November, 2014) globally. The New York- Times Square flagship store may be followed in the future by other flagship stores in prominent international cities.

About “The New York Times Square flagship store”

Store Name: The New York Times Square flagship store
Grand Opening Date: November 19, 2014
Opening Time: Sunday-Monday from AM 10:00 to AM0:00
Store Location: 1500 Broadway, New York


The store handles a full range of watches featuring the newly released Eco-Drive SATELLITE WAVE F100, well accepted international models from Japan alongside a full offering from the brand’s U.S. collections.

Displays/Store design

  • Interactive tablet displays enable visitors to watch brand movies, explore the features and benefits of key new watch models or set their watches by following along with interactive setting instructions.
  • A Co-Authorship display which will be curated quarterly by a rotating group of prominent bloggers will put Citizen watches directly into the hands of consumer. Through photography, props and video content the bloggers will show how well Citizen watches integrate into a person’s life style.
  • A digital guest book is available for visitors to sign up to receive newsletters from CITIZEN.
  • Japanese cultures is integrated into the store design in such elements such as Japanese wood elements called Shou Sugi Ban*1 and a volume ceiling*2 that looks like Japanese silk lantern.
  1. *Shou Sugi Ban is the wood element made by technique for preserving wood by charring it. The process involves charring the wood, cooling it, cleaning it, and finishing it with a natural oil. This wood is fire retardant and can last up to 80 years without the use of toxic chemicals.
  2. *Volume Ceiling placed at the store is reminiscent of a Japanese silk lantern and not only pays homage to the brand’s Japanese heritage, but also serves as an artistic representation of Eco-Drive, Light travels through the watch crystal and transparent watch dial until it reaches the power cell where it is charged.

Key Highlights of New York Times Square Flagship Store Grand

CITIZEN held an event to celebrate the grand opening of the store on its launch day, November 19, 2014.


06 October 2014

CITIZEN Races Against Time in First Ever Global Brand Campaign:


Citizen Watch Co., Ltd embarks on a race against time in CHASING HORIZONS, the 84year-old watchmaker’s first-ever global campaign.

Citizen announced its 2014 flagship model Eco-Drive SATELLITE WAVE F100 with the latest satellite-synchronized technology at Baselworld 2014. No matter where you are on earth, it adjusts to the current time zone and receives time signal from a navigation satellites in just three seconds *. Demonstrating the watch’s unique ability Citizen undertook an ambitious experiment to “race against time”, to chase the horizon, an endeavor to live in the same hour for as long as humanly possible.

Created jointly by Wieden+Kennedy Tokyo and Amsterdam, Citizen’s first global campaign challenged photographer Simon Roberts and ex-NATO pilot Jonathan Nicol to chase the sunset across the Earth’s time zones.

An integrated campaign, Chasing Horizons utilizes the imagery captured during the expedition in global print and digital executions. The short film by acclaimed documentary director, Tristan Patterson, portrays the story of the journey itself and is used for TV and online content. A story about people fooling time and stealing one night from the planet.

In a precisely planned window of time during late February, when the days were still long but before the sun no longer sets, Simon and Johny undertook the mission. Setting off from Reykjavik in Iceland, they moved to a new time zone each hour; with Simon capturing the moment with a photo of the setting sun, while the Eco-Drive SATELLITE WAVE F100 adjusted back to ensure they were living in the same hour.

Flying in the opposite direction to the Earth’s rotation, they were able to stay in the same moment of time and experience the same sunset over and over again - but in a new location. The team continuously kept up with the sunset for one night before landing at their final destination in the Arctic Circle, with the mission ultimately resulting in a completely unique series of sunset imagery, taken at exactly the same hour and same minute, in the same day.

Simon Roberts comments, "As a photographic artist I never thought I would make a series of photos about sunsets, but here was an idea that literally took the concept to the edge of what’s possible. By chasing the sun around the earth, existing in a perpetual twilight hour, we were pushing technical and physical boundaries. It was simultaneously exhilarating and challenging."

Citizen will leverage the campaign through online media, global news media such as The New York Times and at the major airport hubs (Japan-Tokyo/ Narita and Haneda, Japan-Osaka/ Kansai, Singapore/ Changi, Germany/ Frankfurt, UK-London/ Heathrow, USA-New York/ JFK, Hong Kong), as a part of the global communication.

Chasing Horizons follows the launch of Citizen’s first global brand statement in July, BETTER STARTS NOW; the simple belief that, no matter who you are and what you do, it is always possible to make something better and now is the time to start doing it. Continuing in a line of firsts, Citizen will also open its first flagship store in North America in New York’s popular Time Square this November.

* Fastest time. As of June 2014 as a light-powered analogue watch( according to the research data by Citizen Watch Co., Ltd)


01 October 2014

CITIZEN PROMASTER Eco-Drive AQUALAND Honored with 2014 Good Design Award

CITIZEN proudly announces that the CITIZEN PROMASTER Eco-Drive*1 AQUALAND dive watch has won the Good Design Award 2014, a much-coveted recognition organised by the Japan Institute of Design Promotion (JDP).


In 1985, CITIZEN launched the world’s first dive watch to incorporate an electronic depth meter. For more than 30 years, we have continued to build on this achievement, developing various dive watches that incorporate sensor technologies for professional use. As an ISO-JIS-compliant*2 watch with water-resistance up to 200m, the award-winning Eco-Drive PROMASTER AQUALAND is suited for the Expert range of the PROMASTER MARINE line.

Among this model’s key design enhancements:

  • Exterior casing features a clamshell design that protects the inside of the watch.
  • Robust, dual-structure case and other reinforced parts shield the movement.
  • Newly developed corrugated bezel ensures ease of operation even with gloved hands.
  • Unified bezel and case design prevents operational error even in the event of impact shock.

Additionally, large hands enable users to read time and depth at a glance. Luminous colour-coded paint on the hands and indexes — green for time and blue for depth — combined with a unique dial design make it easy to recognise information even when all five hands converge at the same position.

Deciding factor for the Award

In honoring the Eco-Drive PROMASTER AQUALAND, the award committee cited the watch’s stylish contemporary design that incorporates advanced functions. Plus they approved the essential qualities that embodied the essence of a proper dive watch and what people expect it to be.

About Good Design Award

The Good Design Award stands as the sole comprehensive design evaluation and commendation system in Japan, which is hosted by the Japan Institute of Design Promotion. The Ministry of International Trade and Industry (former name of Ministry of Economy, Trade and Industry) established the award in 1957. Since then, many companies and designers from within and outside of Japan participate in the activity to enhance the industry of quality of life through design. The “G Mark,” the symbol of the award has been recognised widely as a mark representing good design, and about 1,000 items are approved each year, or about 38,000 in total over the last 55 years.

  1. * Eco-Drive is CITIZEN’s proprietary technology that powers watches using any natural or artificial light source, eliminating the need to replace batteries.
  2. *ISO (International Organization for Standardization) and JIS (Japanese Industrial Standards) define dive watch specifications to ensure the safety of divers. The Eco-Drive PROMASTER AQUALNAND is compliant with both the ISO 6425 Dive Watch and the JIS B 7023 Watch for Diving standards.