Brand Philosophy

A simple, beautiful dial

The CITIZEN is all about simplicity, lucidity and purity. For a practical watch that you use on a daily basis, the crucial qualities are readability, usability and enduring elegance. We deploy a range of techniques to achieve maximum readability. For example, the indexes on the dial have chamfered edges on both sides. Because their multiple facets catch the light, they are highly visible from any viewing angle. The hands, meanwhile, are also chamfered but have a matt finish. The resulting sense of depth delivers enhanced legibility as well as imparting a certain air of luxury and sophistication. Simple forms never go out of style: That is the deep-rooted design concept of The CITIZEN.

The soft and subtle textures
of a washi paper dial

Eco-Drive is a CITIZEN proprietary technology that powers watches using light as its sole energy source. Because Eco-Drive watches all have a solar cell beneath the dial, CITIZEN has conducted extensive R&D into different materials for dials. For The CITIZEN, we liked the idea of using traditional handmade Japanese washi paper. For hundreds of years, washi paper has been used as a light softener in paper sliding doors, floor lanterns and hanging lanterns. We chose Tosa paper—one of the three great washi papers of Japan and a government-designated official craft product—for the dial.

While admitting light through the gaps between the fibres to power Eco-Drive, the appearance of the washi paper itself changes depending on the angle at which the light strikes it. You will never tire of looking at the thousand faces of the Eco-Drive washi dial model, a richly expressive masterpiece unique to The CITIZEN.

More than a watch.
A tactile and visual delight

Of all aspects of design, readability is the one that The CITIZEN takes most seriously. For us, the pursuit of quality and the pursuit of practical usability are one and the same thing. That is expressed by touches like the chamfered hands and the sapphire glass with a low refractive index and anti-reflective coating that make seeing the time easy, whatever your viewing angle. In addition, we have worked to give the band (which after all accounts for most of the surface area touching your wrist) such a natural feel that you will barely be conscious you are wearing it. The trifold push button clasp makes taking the watch off very smooth and slick. As you go about your life, we want you to enjoy your watch through your senses of both sight and touch.