In 1930 we named our company CITIZEN, a dedication to the new generation of Japan. A generation that wanted to change things for the better. A generation that believed that now was the time to do it. A lot of time has passed since then but we still see the world as a work in progress, a place to be improved, and that every ‘now’ can set us on the path to something special.

With this in mind, and after eighty four years of believing in the power of unending improvement, we proudly announce our first global brand statement:

Created in collaboration with Wieden+Kennedy, BETTER STARTS NOW is the simple belief that, no matter who you are and what you do, it is always possible to make something better – and now is the time to start doing it.

We believe that better and now are both infinite, and that there is always a next ‘better’ and a new ‘now’ in which you can start pursuing it. It was clear from the onset of this project that we are dedicated to this ideal… not to the past but to the present, and all the ways we can improve it.

To help communicate this belief to the world we have created a new global Citizen brand movie, brand identity and brand website that represents our BETTER STARTS NOW philosophy.

The brand movie takes place at a single Citizen workstation. Using the correct camera for the year and innovation being portrayed - from historical black & white footage, shot on a 1930’s handcranked 35mm camera, to the saturated footage of a 1980’s VHS camera - the essence of BETTER STARTS NOW in each time period was brought to life.

BETTER STARTS NOW will be integrated in all our markets globally as well as influencing all our major sponsoring events such as the US Tennis Open and the World Figure Skating Championships. CITIZEN stores around the world and the new flagship store in Times Square, New York, opening in November 2014, will also be inspired by the statement.