Exhibition

CITIZEN

COMFORTABLE AND EXCITING TIME

CITIZEN prides in their product-making, always backed by the unique concept toward time. Their innovative Eco-Drive technology is about light and time. CITIZEN strives to create watches of refined design featuring excellence of technology and beauty for one to experience an exciting exhilaration, and to feel a peace of mind upon continuing to wear a CITIZEN.

Since 1986, CITIZEN Watch Company Limited has exhibited at BASELWORLD, and released a number of attractive watches. Today, they have successfully attained the goal made 4 years ago to reach 80% sales of CITIZEN brand watches to be from Eco-Drive models by 2008, thanks to the concentration on CITIZEN’s feature, namely, Eco-Drive. Eco-Drive is to constantly keep on running anytime and anywhere, as long as there is light. The product is also environmentally friendly as it requires no battery change. These types of “friendly” products are now becoming the commonly accepted choice around the world. CITIZEN has been in the constant pursuit to incorporate our spectacular Eco-Drive functions in design that epitomizes beauty, based on the product policy of “The Fusion of Technology and Beauty.” This and more is backed by the brands frontier spirit to give birth to more attractive products, and to forward CITIZEN’s quality to the world.

BASELWORLD 2009 was another stage to showcase the world of CITIZEN’s Eco-Drive products in terms of product-making, design, brand future, and future outlook. The newly designed Citizen reflected a sharp design rich with a sense of layers, expressing CITIZEN’s world of Eco-Drive. Light is a clean energy source that shines over all as equals. And Eco-Drive keeps running any time, any place, as long as there is light. At BASELWORLD 2009, CITIZEN offered new concept watches made possible only by Eco-Drive technology, with innovative and refined taste.

The models realize the potential of Eco-Drive and Design, based on the product policy of “The Fusion of Technology and Beauty,” and hold the possibility to be commercialized.

“Eco-Drive VITRO”
An invisibly minute solar cell is spread throughout the glass. This epochal technology broadens the diversity of the dial design. The novel model also features a skeleton-type dial integrated with the case.

“Eco-Drive RING”
An innovative concept model, where the design has become characteristic with the light-receiving solar cell situated around the circumference of the case.

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