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.

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.