Citizen Men's Eco-Drive Avion Watch with Leather Strap

Crafted with precision and powered by light, CITIZEN's luxury timepieces embody a relentless pursuit of horological innovation. At the heart of the brand lies a deep respect for craftsmanship and a commitment to empowering citizens worldwide.

Established in 1930, CITIZEN has consistently fostered a multicultural mindset that celebrates excellence and creativity. The brand's name conveys a profound reverence for the artisanal traditions of watchmaking, making it a familiar companion for global citizens.

Driven by the mission to cultivate a culture of positive change and ongoing evolution, CITIZEN integrates a comprehensive manufacturing process, from creating individual components to the final assembly of each timepiece. This artisan's approach to watchmaking is built upon pushing the boundaries of technology and exploring new possibilities.

One such pivotal breakthrough was the development of the light-driven Eco-Drive technology, which CITIZEN pioneered as early as 1976, leading to the launch of the acclaimed Eco-Drive in 1995. By harnessing the power of virtually any light source, this extraordinary innovation revolutionized the way watches could be powered, eliminating the need for battery replacements and making CITIZEN timepieces accessible to citizens across the globe.

Driven by the guiding principle of "The Fusion of Technology and Beauty," CITIZEN's product development policy is a constant pursuit to merge cutting-edge technology with the perfection of design. This fusion inspires people to strive for their best, empowering them to make each moment count.

Recently, CITIZEN has launched a new global campaign, "Better Starts Now," in collaboration with Wieden+Kennedy. This simple belief is that no matter who you are or what you do, there is always an opportunity to make something better, and that the time to start is now. Embracing the infinite nature of "better" and "now," CITIZEN is dedicated to this ideal, focusing not on the past but on the present and the endless possibilities for improvement.

To communicate this philosophy, CITIZEN has created a new global brand movie, brand identity, and brand website that encapsulate the "Better Starts Now" ethos. This campaign reflects the brand's unwavering commitment to empowering citizens worldwide to take action and make a positive impact, one moment at a time.

Whether it's the technical advancements or the sporty style of CITIZEN's men's luxury timepieces, each product is imbued with the spirit of innovation and the belief that there is always room for betterment. From the stainless-steel cases and luminous hands to the water-resistant design and Eco-Drive technology, these watches are not just timekeepers but symbols of a relentless pursuit of excellence.

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