Global Network


March 20, 2019

CITIZEN L announces
sparkling new 24-diamond square-case watch models.

CITIZEN is pleased to announce new models for the CITIZEN L series featuring exclusive 24-diamond square-case designs, especially crafted to evoke a sense of brightness for the future for the empowered woman.

The communication concept — “Brave is Beautiful” — expresses CITIZEN L’s idea of the contemporary woman whose individuality drives her brilliance for the future.

Released as three new elegant models, each watch features 24 diamonds totaling 0.1 carats on and within the case, which personifies women’s blossoming beauty and hidden intimate thoughts.

Parallel on each side of the case, 10 diamonds are set in symmetrical lines symbolizing a bold straight road to the future. The case consists of four parts, with separate lustre appearances on the side and case body, which produces a gorgeous contrast and a stereoscopic look of a natural gleam as well as the distinct brilliant shine of jewellery. What’s more, two large diamonds are set on the glass surface with two additional diamonds on the dial, all designed to achieve an ethereal field of depth and refined elegance.

A further set of three models, released at the same time, features a simple, yet provocative square design that accentuates the clean brilliance and bold cut on the curved sapphire glass in contrast to the subtlety of the rounded case. The overall design signifies both the inner strength and graceful beauty of women. The bright mother-of-pearl dial further emphasizes the unique brilliance of the contrasting features.

The dual characteristics of the model design take into consideration CITIZEN’s deep-rooted respect for the environment and human individuality. These are actualised by incorporating Eco-Drive *1 technology, which eliminates the need to replace batteries and requires only light – available anywhere on the planet – to power the watches.

*1: Eco-Drive is CITIZEN’s proprietary technology that powers watches using any natural or artificial light source, eliminating the need to replace batteries. Certified as an Eco Mark product for the first time in the watch industry.

Product Features

This ornate collection features diamonds in parallel lines of 20 stones that convey “independent paths that shine the way to a brighter future.” The case side comprises separate parts and commands a sophisticated appearance.

Brand / Product name CITIZEN L
Model EG7068-16D EG7061-15E EG7069-81D
Launch (projected) Autumn 2019
Price (projected) USD 1,025.00 + Tax USD 1,000.00 + Tax USD 1,150.00 + Tax
Quantity - - 1,000 (worldwide)
Case / Band Stainless steel (20 diamond) / satin-like synthetic leather Stainless steel (20 diamond) / Ezo deer leather Stainless steel (20 diamond) / stainless steel
Dial Mother-of-pearl (2 diamonds) Black (2 diamonds) Mother-of-pearl (2 diamonds)
Glass Cut sapphire crystal (2 diamonds)
Case Size 22.4mm / 6.7mm (design specification only)
CO2 Emission 6.71kg 6.71kg 9.38kg
Specifications Cal. G620 / Accuracy ± 15 second per month / Eco-Drive running for about 8 months on full charge / W.R. 5 BAR / Diamond carat number total 0.1ct

This collection accentuates a contemporary and clean design, while sharing the concept of "individual way to a brilliant future.”

Brand / Product name CITIZEN L
Model EW5556-87D EW5554-82D EW5550-16N
Launch (projected) Autumn 2019
Price (projected) USD 365.00 + Tax USD 335.00 + Tax USD 290.00 + Tax
Case / Band Stainless steel / stainless steel Stainless steel / stainless steel Stainless steel / satin-like synthetic leather
Dial Mother-of-pearl
Glass Cut and curved sapphire crystal
Case Size 21.5mm / 7.5mm (design specification only)
CO2 Emission 7.82kg 7.82kg 5.01kg
Specifications Cal. B035 / Accuracy ± 15 second per month / Eco-drive running for about 7 months on full charge / W.R. 5 BAR


CITIZEN WATCH is a true manufacture d'horlogerie with a comprehensive manufacturing process that extends from creating a watch’ s individual components to its final assembly. The company operates in more than 130 countries around the world. Since its founding in 1918, CITIZEN has held the belief of “Better Starts Now” — that is, 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. Sharing this belief, we have made watches, invented and improved technologies and explored the future of watches such as our proprietary light-powered Eco-Drive technology and state-of-the-art satellite-synchronised timekeeping.

  • * The final design and specifications are subject to change without notice.
  • * Eco-Drive is a registered trademarks or trademark of Citizen Watch Co., Ltd.
  • * The availability, specifications and related information such as product code for the models featured in this site, may vary by markets. If you would like to know more details, including the availability of these products in your area, please select your "Local Website" from our global site


CITIZEN L ethical commitment. What we can do for the earth, society and people.

1. Disclosure of materials

We want our customers to be able to wear our watches with complete peace of mind. This is why we are completely transparent about disclosing all the materials involved in their manufacture, including chemical materials (what and how much).

2. Disclosure of CO2 emissions (third-party verification, a watch industry first in Japan*)

The first step toward reducing your CO2 emissions is analyze how much CO2 your products actually emit. This is why we calculate the total volume of greenhouse gases emitted during the product lifecycle—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 xx kilograms of CO2.”

* CFP Program certification of the Japan Environmental Management Association for Industry. Surveyed by CITIZEN in Feb, 2019.

3. 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. For this reason, refuse to use any minerals sourced from smelters linked to illegal mining operations in the Democratic Republic of Congo (DRC), whose profits to go towards financing armed groups. Titanium, tungsten and tin are all examples of potential conflict minerals.

4. Reduced-size user manual

We dramatically cut the amount paper we use by putting the watch’s nine-language instruction manual online. It also enables our customers to access the manual wherever they are. We can also take advantage of the web to provide the information in a more flexible, accessible format.

5. Sustainable packaging

From the perspective of “reuse,” we have considered packaging, and created an improved sustainable package for our watches.

6. Craftsmanship

To maintain and inherit the traditional techniques of artisans, the Ambiluna series of CITIZEN L transforms the traditional crafts into the modern arrangements with the cutting-edge technologies. An example is the “urushi drop” with a calm brilliance made by a Japanese traditional lacquerware (urushi) company.

CITIZEN L contributor

Brand Adviser

Yoshiko Ikoma, fashion journalist
Yoshiko Ikoma has served as vice-chief editor of the Japanese editions of Vogue and Elle, and was subsequently chief editor of Japanese edition of Marie Claire. After leaving that position in 2008, she now works as a freelance journalist creating projects centered on fashion and lifestyle, including social actions, ecology projects and “Cool Japan” projects, while also contributing articles to newspapers and magazines. She launched a project called WAO to introduce traditional Japanese crafts.

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