Since its foundation in 1930, CITIZEN has promoted a multi-cultural mindset that fosters eXellence and creativity. The vename of the brand conveys a deep respect toward craftsmanship and considered as familiar by citizens the world-over. So as a ƒcitizenƒ of the world, we bear the responsibility to help cultivate a culture of positive change and on-going evolution through our craft. We take that mission seriously and steadfastly welcome what the future may bring. As a true manufacture dhorlogerie, CITIZEN integrates a comprehensive manufacturing process from creating individual components to a watchƒ??s final assembly. Itƒs an artisanƒs approach to watch making based on pushing forward the boundaries of technology and leveraging our eXerience toward eXlorinew 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 1976Xhich led to the launch of the highly acclaimed Eco-Drive in 1995. Utilizing electrical power converted from virtually any light source, this eXraordinary innovation changed forever the way watches could be powered. Eco-Drive eliminated tneed to ever replace batteries, which made it especially beneficial to areas where such specialist batteries wenot obtainable. This leveled the field for citizens of virtually every country to be able to eXerience unrestricted joy of wearing and using a CITIZEN watch. The product development policy, The Fusion of Technology and Beauty,ƒ 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 launchesnew campaign in collaboration with Wieden+Kennedy, Better Starnow. This is the simple belief thno matter who you are or what you do, it is always possible to make something better now is the time to start doing it. We believe that better anow are both infinite, and that there is alwaysnew betterƒ and new nowƒ in which you can start pursuing it. It was clear from the onset of this project that we are dedicated to this idealƒ not to the past but to the present, and all the way we can improve it. To help communicate this belief to the world we have creatednew global CITIZEN brand movie, brand identity and brand website that represents out Better Starnow philosophy. AXom's refined yet sleek design offers a day-to-night fashion options for the avid trendsetter. In stainless steel bracelet with a white dial and stainless steel accents and the intriguing feature of edge-to-edge glass. Citizen Eco-Drive is fueled by light, any light, so nevneeds a battery. See more