ETHICA L STORY “A first step towards a world of shared happiness”


Conflict. Exploitation. Environmental destruction. Poverty.There’s a whole world out there where people’s everyday lives are about as far from our idea of “everyday” as it gets.
Start looking at the world in terms of the impact you can haveand you’ll discover a simple way to
a different, better future.It’s the ethical approach—the courage to do the small things that, taken together, have the power to change the world.

Use your imagination

We’re accustomed to a life of abundance
and convenience.
But if people and the environment
are having to pay the price,
can we sincerely describe
ourselves as “happy”?

Be honest with yourself

Every day the news is full of
heart-wrenching stories.
People being oppressed;
the natural world destroyed.
Pretending you don’t care only makes it worse.
We are one people,
sharing the same planet.

Make caring choices

How about a new and worthwhile way
to enjoy fashion?
Think about the person who made
what you’re wearing.
Think about the community where
it was made.
Make choices that are true to your conscience.
That’s enough to change the world.

Take ethical actions

Think about what you buy and consume.
Your good will—
and that of thousands of others—
is a mighty force.
For instance, if you opt to buy a fair trade product,
you’re helping to make life better
in the developing world.
Stay away from ivory and fur products
and you’re helping to prevent poaching.
Every little action you take in your everyday life
lights the way to a better, brighter future.

Our concept of ethical

Just reach out your hand…
There it is: the switch to change the world.
Through the way they are made,
CITIZEN L watches transform what
“everyday” means to you.

CITIZEN L ethical commitment

  • 【Disclosure of materials】We want our customers to be able to wear our watches with complete peace of mind. That’s why we’re completely transparent about disclosing all the materials—both what and how much—we use for every component. We care about what goes into our watches.
  • 【Disclosure of CO2 emissions】third-party verification, a watch-industry* first. The first step towards reducing your CO2 emissions is to figure out how much CO2 you actually emit. We therefore calculated the total volume of greenhouse gases emitted during the product life cycle from procurement of materials and manufacturing to the life and eventual disposal of the watch. We present the result in easy-to-understand terms: “This watch equates to x kilogrammes of CO2.” *third-party verification, a watch industry first in Japan
  • 【DRC conflict-free minerals audit】Ensuring that our customers can look good without that entailing misery for anyone else represents a very real customer benefit. That’s why we don’t use any minerals sourced from smelters linked to illegal mining operations in the Democratic Republic of Congo whose profits go towards financing armed groups. Tantalum, tungsten and tin are all examples of conflict minerals.
  • 【Reduced-size user manual】We dramatically cut the amount of paper we use by putting the watch’s nine-language instruction manual online. That’s not only good news for the environment, it also enables our customers to access the manual wherever they are. We can also take advantage of the web environment to provide the information in a more flexible, accessible format.
  • 【Reduced-size user manual】We also use FSC®-certified paper for the manual. This means that the paper is confirmed as being made from wood from forests managed in a sustainable, responsible way.
  • 【Sustainable packaging】

Click the following button to see more
details of our ethical commitment


Driven by Nature

Powered by light and made out of
brave choices.
Bringing true beauty to you and the world.