'Better Starts Now' is the CITIZEN philosophy 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.

Are we aiming at perfection?
No. Because for us to admit perfection is to admit defeat.
We are inspired by the idea
that watchmaking is a work in progress.
Exploring new possibilities is what excites us.
We're heading for better.

Better Starts Now

・OUR WATCH MAKING・

A watch is made of so many things, thousands of details, and each one can always be improved. A watch is made of so many things, thousands of details, and each one can always be improved.

Our 'Better Starts Now' philosophy inspires us to
keep improving every last part of the watches we make.
That's true today. And it will be true tomorrow.
We want everyone to have the very best watch they can.
That's why we continuously strive for better.

'Now' is the moment for you to start
pursuing your next 'better.'

Better and now are both infinite.
There is always a next 'better' and a new 'now' in
which we can start pursuing it.
This is what we believe and how we work.

We live in an unpredictable world.
But there are people who keep moving forward by
discovering a new 'now' and a next 'better' to pursue.
Where you come from, what you do,
what your goal isーnone of that matters.
Together, the 'better' we each pursue as individuals
will help make the world a better place.

INTERVIEW