A better world.
For all. Always.

A better world.
For all. Always.

It all started from one tiny little seed.

Sustainability.
For over 100 years, since before sustainability even existed as a concept, our goal has always been to win people’s love and support.That’s why we chose the name CITIZEN and that’s what inspired us to create and cultivate our watches.

Whether through the many watches we’ve crafted or through our various technologies, such as Eco-Drive, the proprietary light-powered technology we’ve refined over almost half a century, we want to contribute to a better world.
For all. Always.
And that thought is still very much alive today, helping us to craft a better world right now.

Each individual second that our watches tell upon your wrist is taking us towards a better future.

In the years ahead, we at CITIZEN will continue to tend the tree of sustainability with loving care, to keep it lush, green and healthy.
It’s about making and sharing a better world.
For all. Always.

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A watch for everyone

Before sustainability was a concept
it was one of our values

CITIZEN’s origins date back to 1918, when Kamekichi Yamazaki, our founder, set up the Shokosha Watch Institute.

Despite Japan’s dependence on imports, Yamazaki was determined to produce a domestically made watch. Knowing that creating a quality product would require skilled craftsmen, he established the Shokosha Watch School at the same time.

Our philosophy, that everyone deserves equal access to a watch, has served as our North Star throughout our 100-year-plus history. It’s a philosophy that has also inspired our values of sustainability.

CITIZEN Timeless City Museum

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A watch for the people and a better world

It started with a pocket watch

Inspired by the idea of producing a precision Japanese watch, the craftsmen at the Shokosha Research Institute got down to work. Years of research and experimentation went into their first timepiece, a pocket watch, designed and assembled in-house and released in 1924.

Despite its importance, did not have a name. So, the company asked Shinpei Goto, Tokyo’s then mayor, to come up with one. Believing that, ‘regular citizens would fall in love with [the watch] and use it for a good long time,’ he gave it the name CITIZEN—which later became our company name.

The name fits with our current philosophy of sustainability and of trying to contribute to, ‘A better world. For all. Always.’ We strive to live up to our name, making watches in a sustainable way.

CITIZEN Timeless City Museum

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The power of nature on your wrist

CITIZEN was the first to see
the potential of light

In the 1970s, the batteries in quartz watches suffered from a very short life. Changing the battery was a major hassle, and used batteries were thrown away in large numbers.

The idea that people would prefer an accurate watch that didn’t need its battery changed led us to become the first watchmaker to explore light as a source of clean, renewable energy.

We began developing a completely new kind of watch, unveiling the world’s first light-powered analogue quartz watch in 1976 – the CRYSTRON SOLAR CELL.

The timing was ideal as, when the oil crisis hit, everyone was anxious to conserve resources and reduce energy use. Unsurprisingly, CITIZEN earned a considerable reputation for creating a watch that was powered by light – a resource equally accessible to everybody, everywhere.

CITIZEN Timeless City Museum

Our proprietary light-powered technology

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All you need is light

CITIZEN Eco-Drive:
Our proprietary light-powered technology

After releasing the world’s first light-powered analog quartz watch in 1976, we continuously worked to improve the technology.

Our new, light-powered technology delivered high energy efficiency and long running time. That’s why we created the name ‘Eco-Drive.’ A fusion of the words ‘Ecology’ and ‘Drive,’ the name sends a clear message of eco-friendly, socially responsible watches that will keep running for a long time. Eco-Drive embodies our commitment to sustainability.

Available in everything from our entry-level to top-end models, there is a wide and diverse range of Eco-Drive watches to choose from. It’s an affordable, eco-friendly technology that is accessible to everybody.

Eco-Drive Technology

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Surplus energy does not go to waste

Convert. Power. Store.

As light hits the solar cell beneath the dial, Eco-Drive converts that light into the energy needed to power the watch.

And because Eco-Drive stores any excess energy beyond what’s needed to power the watch, Eco-Drive can power the watch continuously, even in complete darkness.

Eco-Drive uses all the energy it generates, making it a truly sustainable technology.

Eco-Drive Technology

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With Eco-Drive, even dim light converts into power

What a joy!
It recharges without your even knowing

Initially, it was our interest in solar power that led to Eco-Drive. However, the technology doesn’t rely solely on sunlight. Eco-Drive is able to convert everyday light sources into energy—even light from desk lamps and flashlights.

Eco-Drive technology guarantees you a long and happy relationship with your watch.

Eco-Drive Technology

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A mountain’s worth of waste batteries.
Vanished! Gone!

Eliminating the need for disposable batteries is
a big win for sustainability

Early quartz watches required batteries to be changed at regular intervals. It was something everyone just took for granted.

Eco-Drive shattered that conventional wisdom, dramatically decreasing the number of battery cells that were thrown away.

If Eco-Drive had never been invented, all the batteries that would, as a result, have been thrown away every year would stack up to 8,400 meters in height.* Nearly the height of Mount Everest.

In 1996, Eco-Drive obtained Eco-Mark Certification in recognition of its eco-friendliness and contribution to the reduction of waste. It was a first for a watchmaker. In another first, Eco-Drive went on to win a Gold Prize at the Eco Mark Awards in 2014.
* Calculation based on annual sales of Eco-Drive models since the year 2009.

Eco-Drive Technology

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Just how little light is enough?

The energy consumption of our current
Eco-Drive battery is just 4% of our first quartz watch

With our first light-powered watch, the integrated circuit (the watch’s ‘brain’), and the motor (which drives the hands) consumed a considerable amount of energy. This imbalance caused all sorts of practical problems.

CITIZEN faced a challenge – How to achieve a longer running time with the absolute minimum of energy? This led to a series of initiatives focused entirely on improving energy efficiency.

Since 1973, we’ve reduced Eco-Drive’s energy consumption by 96%. And we’ll continue working to reduce the technology’s power consumption.
* Calculations based on Caliber E031, one of the most widely available movements in the current Eco-Drive line-up.

Eco-Drive Technology

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Runs for over six months.
Even in darkness.

The original running time of an Eco-Drive battery was 8 days.Today, it’s more than six months.

Our early light-powered watches had a running time of just eight days (200 hours) when not exposed to light. Now, thanks to the improvements we’ve made to energy efficiency and to the power cell rechargeable battery, standard spec Eco-Drive runs for six months on a full charge.

The development of a power save mode further reduced energy consumption by pausing the hands when no light reaches the dial. This advancement has enabled us to create models with a running time of over 5 years.
So even if you decide to spend half the year or more living in a dark cave, Eco-Drive will be there to keep you company!
Always there. For everybody.

That is what Eco-Drive is all about.

Eco-Drive Technology

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Where has the solar cell gone?

Getting light to pass through the dial:
A pivotal challenge

Our early light-powered watches prioritised efficiency above all. That’s why their solar cells sat in full view on top of the dial.

But at CITIZEN, we have always pursued beauty and elegance, which is why we went on to conceal the solar cell beneath the dial. At the time, this achievement was greeted with widespread amazement.

There are, however, trade-offs. A more opaque dial allows for greater freedom of design but makes generating power that much harder. Conversely, when the dial is more transparent, generating power is easier, but the design options are far more limited.

Determined to crack this paradox, we focused on improving the system’s energy efficiency by minimising the power use of the IC chip and the motor. We can now use dials that are almost opaque, having a transmittance rate of sub 20 percent.

We continue to refine our technology, but success is not achieved overnight. Developments like ring solar cells—solar cells which fit snugly around the dial’s outer edge like a band – are the result of our refusal to compromise in the pursuit of twin goals: improving our light-power technology while pursuing beautiful design.

Eco-Drive Technology

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Achieving both sustainability and beauty

The dial design of light-powered watches:
An evolution that’s still unfolding

In order to create a wide range of aesthetically pleasing dials with light-powered cells, we have put a whole range of technologies to work with materials, vacuum deposition, printing and etching.

We machine mother-of-pearl dials to a light-permeable thinness and cleverly exploit light’s refraction index to emit a quasi-metallic lustre.

We recently released Eco-Drive models that use Tosa washi, a storied brand of traditional Japanese paper, for their dials.

Ever more uniqueness. Ever more variety.

The CITIZEN: Washi paper dial

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Powering a watch with precision
and minimal energy

From accuracy of ±15 seconds a month
to accuracy of ±1 second a year

Our success in reducing Eco-Drive’s energy consumption also led to major advances in accurate timekeeping.

At about ±15 seconds a month, the accuracy of our early light-powered watches was similar to standard quartz watches.

In 2019, we released the world’s most accurate light-powered watch* accurate to ±1 second per year.

This model is the quintessence of Eco-Drive. It combines sustainability with supreme accuracy, surely the most fundamental aim of any watch.
* For a light-powered analogue quartz watch. As of February 2022, according to CITIZEN research.

The CITIZEN with Annual Accuracy of ±1 Second Per Year

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Cutting energy consumption and boosting functionality

From 3 functions to more than 20

Improving Eco-Drive’s energy efficiency delivered major gains in functionality as well as in accuracy.

Our earliest light-powered models featured just three functions: second-hand stop, a power save switch, and day & date display.

But today, they can deliver on more than 20 different functions, including altimeters, depth meters, Radio-controlled and GPS SATELLITE WAVE.

These functions have never been a goal in and of themselves, but rather serve our goal to make watches everyone will enjoy and cherish for a long time.

Watch out for the latest developments from Eco-Drive, the pioneer of sustainable timepieces.

Radio-controlled

Satellite Wave GPS

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Too good not to share

Life-extending AO oil:
Too good to keep to ourselves

Lubricating oil plays an essential role to play in helping watches run smoothly and for the long term. Watches grind to a stop when the oil inside them degrades, and deteriorating oil can drain the battery and wear out components, shortening the watch’s lifetime.

Our efforts to develop our own oil, one that could address these problems, resulted in AO Oil, which extends the watch’s life while reducing the maintenance-related environmental burden.

Rather than keep this amazing technology to ourselves, we opted to make it available to watchmakers everywhere. Now both watchmakers and the environment can benefit from AO Oil. It was simply too good not to share.

The idea of sharing is deeply rooted in CITIZEN’s DNA, because a good way to reduce our impact on the environment is to share with everybody else.

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No one left behind

A functional watch for the blind and visually impaired

AT CITIZEN, we want everyone to get equal use and enjoyment from their watch.

This motivated us to release Japan’s first-ever tactile watch for the blind and visually impaired in 1960.

By reaching out to the visually impaired community to discover exactly what they want, we have managed to make watches that combine usability and design at the highest level.

Learn more about our watches for the visually impaired

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Feels great on your wrist, even for those with allergies

Super Titanium™:A CITIZEN proprietary
material that’s gentle on the skin

What is the ideal material for a watch band? It’s a question we’ve been grappling with for decades.

In 1970, CITIZEN released the world’s first titanium watch. It was a bold attempt to tap the possibilities of metal that is tough and lightweight, albeit notoriously hard to process.

Our continued efforts delivered Super Titanium™, a CITIZEN proprietary material created through the fusion of our sophisticated titanium-processing technology and Duratect, our surface-hardening technology.

Super Titanium™ guards against nickel and other metal allergies*, making it ideal for anyone with allergies or hypersensitive skin.

Super Titanium™ watches means everyone can wear them with complete peace of mind.
* Not all models are hypoallergenic for nickel and metals. Refer to the catalogue for specific model details.

Learn more about Super Titanium™

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It retains its lustre, even after years of use.

Super Titanium™ takes what life throws at it

After being treated with our proprietary surface-hardening technology, Super Titanium™ achieves a surface hardness 5 times that of stainless steel.

With Super Titanium™ guarding against everyday scratches, your watch retains its pristine elegance and shine for longer.

Because Super Titanium™ is corrosion resistant, sweat and saltwater are not a problem. You can wear your watch with complete peace of mind, wherever life takes you.

A material that’s comfortable and stress-free for everyone all the time.

It was that sort of sustainability-minded thinking that inspired us to create Super Titanium™ in the first place.

Learn more about Super Titanium™

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Passing something precious on to the next generation

The mechanical watch: Another sustainable solution

CITIZEN has promoted the idea of sustainable watches for decades. Eco-Drive, our light-powered technology, is the best-known expression of that stance.

Mechanical watches represent another sustainable solution. Provided they are serviced regularly and taken proper care of, they can be passed down from one generation to the next.

In 2021, we released The CITIZEN Mechanical Model, featuring our new Caliber 0200 mechanical movement. In the future, we will be releasing a range of mechanical watches.

The CITIZEN Caliber 0200 Mechanical Model

PROMASTER

Series8

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Transforming something discarded into something
of value

Working towards the upcycling of materials

Adopting eco-friendly manufacturing practices can contribute to a better world.

From our flagship sustainable watch brand CITIZEN L, we are introducing the use of eco-friendly materials, to all our brands.

A polyester fibre made from used plastic bottles and a natural textile made from pineapple leaf fibre are a couple exciting innovations.

Upcycling is defined as ‘reusing discarded objects or material in such a way as to create a new and long-lasting product.’

We want our upcycled products to help bring the whole idea of upcycling into the mainstream.

We are doing what we can. Right now. One step at a time.

CITIZEN L: Sustainability Commitment

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Better for the end user.
Better for the manufacturer.

Responsible leather and diamonds

We all want beautiful things, but this can unknowingly, and unintentionally, have a negative impact on other people.

At CITIZEN, we are going beyond basic environmental sustainability. Now, when we choose the materials for our watches, we work on the principle of ‘doing no one any harm.’

That means taking the work environment and health and safety issues into account, in addition to environmental impacts.

It’s the reason we use leather sourced from LWG-certified* tanneries and synthetic diamonds that are 100% laboratory made.

We want you to enjoy your watch without compromising on your values. That’s why CITIZEN L discloses the key materials in its watches and the quantities in which they are used.

We want to help create a better world, where everyone has a chance at happiness. Over time, we believe that together they will grow into a force to change the world.
* Leather Working Group (LWG) is an international not-for-profit organisation. Its members include brands, tanneries and chemical suppliers. LWG evaluates the safety and environmental performance etc. of the leather manufacturing process and awards certification only to tanneries that pass its rigorous audits.

Learn more about lab-grown diamonds

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Using forest resources responsibly

FSC®-certified paper helps protect our forests

One of our sustainably minded goals is to reduce paper usage as much as possible.

While achieving this goal, we try to use FSC®*-certified paper for our watch boxes and their internal elements, as well as pamphlets and other promotional materials.

Sadly, some wood products on the market come from illegally harvested trees or ill-managed and overharvested forest plantations.

FSC® certification support producers who provide products derived from materials that are sourced from responsibly managed forests, recycled materials or other low risk sources.

Consciously choosing certified paper products helps to protect the world’s forests by supporting both forest managers who practice responsible forest management and the regions where they operate.

No one knowingly wants to contribute to illegal logging and environmental degradation. We all want to pass lush and thriving forests down to the next generation. That is why CITIZEN is working hard to use precious forest resources in a responsible way.
* FSC®: Forest Stewardship Council®/FSC® N002484

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Giving back, because it’s the right thing to do

Practical sustainability initiatives

Alone, none of us can achieve nearly as much as when we join forces with other people. Then, there’s no limit to what we can do.

We support a range of practical sustainability-related initiatives:

New TiMe, New ME: A social good campaign designed to help realise a more sustainable society.

Save the BEYOND: The multi-year environment-themed campaign of PROMASTER, our professional sports watch.

UpDRIFT™: A pioneering initiative to tackle the problem of marine waste.

Scheduled for release in 2022, PROMASTER Eco-Drive Diver 200m is a watch which takes its design cues from the endangered whale shark. A portion of the model’s sales revenue will go to supporting a well-known non-profit focused on marine conservation.

As we work our way towards a more sustainable watchmaking, we are joining forces to grapple some of the greatest challenges of our times.

PROMASTER Save the BEYOND

Social Good Campaign New TiMe, New Me

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Digital means less waste

Digitising our instruction manuals

Traditional watch manuals are wasteful in their use of paper.

We knew there had to be a better way to make easily accessible manuals without using all that paper.

So, on October 1, 2020, we published digitised manuals for all our products* online, in nine different languages.

One benefit of going paperless is the reduction in waste and carbon dioxide emissions. Another is the ease with which our customers can consult the manuals. Now they can get exactly the information they need exactly when they need it, wherever they are.
* Does not include products for users with visual impairment.

CITIZEN WATCH SUPPORT (Digital instruction manuals)

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Cultivating the ‘Tree of Sustainability’

Making watches that everyone can enjoy for a long time

The name CITIZEN has its origins in the idea of making watches that people everywhere will love and enjoy on a lasting basis.

It’s an idea with positive implications for the future of our planet and for upcoming generations. And we intend to live up to our name.

We will carry on with our pursuit of sustainable watchmaking, crafting products for the whole world to use, love and enjoy.

A better world.
For all.
Always.


We will keep tending the ‘Tree of Sustainability’ with loving care so that is grows and flourishes.

And that’s a promise.

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A watch for everyone

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A watch for the people and a better world

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The power of nature on your wrist

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All you need is light

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Surplus energy does not go to waste

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With Eco-Drive, even dim light converts into power

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A mountain’s worth of waste batteries.
Vanished! Gone!

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Just how little light is enough?

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Runs for over six months.
Even in darkness.

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Where has the solar cell gone?

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Achieving both sustainability and beauty

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Powering a watch with precision
and minimal energy

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Cutting energy consumption and
boosting functionality

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Too good not to share

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No one left behind

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Feels great on your wrist, even for those with allergies

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It retains its lustre, even after years of use.

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Passing something precious on to the next generation

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Transforming something discarded into
something of value

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Better for the end user.
Better for the manufacturer.

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Using forest resources responsibly

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Giving back, because it’s the right thing to do

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Digital means less waste

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Cultivating the ‘Tree of Sustainability’

The Shokosha Watch Institute

The Shokosha Watch Institute

‘CITIZEN’ pocket watch, our first ever product (1924)

‘CITIZEN’ pocket watch, our first ever product (1924)

CRYSTRON SOLAR CELL (1976)

CRYSTRON SOLAR CELL (1976)

Eco-Drive How it works

Basic Structure of Eco-Drive

Basic Structure of Eco-Drive

Some Eco-Drive dial types

Some Eco-Drive dial types

The CITIZEN with Annual Accuracy of ±1 Second Per Year (2020)

SATELLITE WAVE GPS F950 (2020)

SATELLITE WAVE GPS F950 (2020)

Touch Time Universal Design Watch AC2200-55E Touch Time Universal Design Watch AC2200-55E

Touch Time Universal Design Watch AC2200-55E

Touch Time Universal Design Watch AC2200-55E

The CITIZEN Caliber 0200 Mechanical Model

Lab-grown Diamond Leather band (LWG certified)

Lab-grown Diamond

Leather band (LWG certified)

PROMASTER Eco-Drive Diver 200m

CITIZEN Sustainability Movie