Page 28 - SS Magazine - Digital

CITIZEN CELEBRATES 100 YEARS

2018 marks CITIZEN’s 100th anniversary. Since the future of the watch industry. The results have Always adding to their repertoire, a staple of
1918 the company has been a true manufacturer been innovations such as their proprietary light- CITIZEN’s offerings today is their Promaster
d’horlogerie, with a comprehensive process powered Eco-Drive technology and state-of-the- collection. Geared towards the extreme sports
that extends from creating a watch’s individual art satellite-synchronized timekeeping. enthusiast, the Promaster series inspires watch
components to its final assembly. In 1930, the wearers to go beyond their limits by challenging
company was named CITIZEN, a dedication to the Pushing this innovative mindset forward is a them to Go Further, Go Higher, and Go Deeper.
new generation in Japan. A generation who wanted simple concept CITIZEN refers to as “The Power In this sense, the collection mirrors the brand’s
to change things for the better. A generation that of ‘ER’.” They’re just two small letters, but behind personal mission of going beyond the limits of
believed that now was their time. them are many empty coffee cups, late nights, technology, while leveraging these advanced
years of crafting, concepting, daring, inventing, technologies to achieve new levels of functionality,
CITIZEN now operates in more than 130 countries reinventing, and working. Working to make durability, and safety.
around the world, and still strives to spread their watches that are smart-ER, fast-ER, deep-ER,
message of progress around the globe. Since its high-ER, strong-ER, and small-ER. This dedication After 100 years, CITIZEN continues towards what
founding, the brand has held the belief of “Better to constant improvement has seen CITIZEN they see as their responsibility as a “citizen” of the
Starts Now”—that is, no matter who you are and develop revolutionary watches, from the world’s world to help cultivate a culture of positive change
what you do, it is always possible to make something first multi-band radio-controlled watch in 1993, to and ongoing evolution through their craft.
better, and now is the time to start doing it. To share the world’s thinnest light-powered watch today,
this belief, CITIZEN has made unique timepieces, the Eco-Drive One, powered by a movement only
invented and improved technologies, and explored one millimeter thin.

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