CITIZEN has promoted a multi-cultural mindset that fosters excellence and creativity. As a “citizen” of the world, we make it our responsibility to help cultivate a culture of positive change and ongoing evolution through our craft. We take this mission seriously and eagerly welcome what the future may bring. As a true manufacture, CITIZEN integrates a comprehensive manufacturing process that extends from creating a watch’s individual components to its final assembly. It’s an artisan’s approach to watchmaking based on pushing forward the boundaries of technology and leveraging our experience to explore new possibilities. Our 99-year history of world’s-firsts includes such watchmaking innovations as radio-controlled and satellite-synchronized timekeeping. Another pivotal technological was the development of a revolutionary light-powered technology – Eco-Drive. CITIZEN pioneered this technology well ahead of other watch manufacturers as early as 1976. Utilizing electrical power converted from virtually any light source, this extraordinary innovation changed forever the way watches could be powered. Eco-Drive eliminated the need to replace batteries, which made it especially beneficial to areas where specialist batteries were not obtainable. This advance democratized the joy of wearing and using CITIZEN watches, thus making the experience even more memorable for all citizens of the world. CITIZEN continues imagining what the future will bring, as well as improving on today’s breakthroughs. All these activities are based on our belief that “For each of us at CITIZEN, now is the time to start to make the world better.” These are the visions behind and our new brand statement, “BETTER STARTS NOW”. Building further on our achievements, we will keep pushing boundaries for tomorrow so that more customers everywhere can wear superior watches.