Celebrating 100 years, CITIZEN, a pioneer in watchmaking and innovative technology, promotes
excellence and creativity with a deep-rooted respect for craftsmanship. CITIZEN advocates
“Better Starts Now,” searching for and accomplishing goals that better our lives. In this
respect, CITIZEN aligns with organisations and personalities that reflect the values of the
brand including the RAF Red Arrows and Premiership Rugby.
As a “citizen of the world” we bear the responsibility to help cultivate positive change and
on-going evolution to our craft. For over 40 years, CITIZEN’s Eco-Drive technology has served as
the prime example of how the brand is dedicated to making the world and its environment a better
place. A simple yet revolutionary concept, Eco-Drive harnesses the power of light from any
natural or artificial light source and converts it into energy. Using a renewable natural
resource instead of filling our landfills with discarded watch batteries.
Our name speaks to our belief of inclusion with a multi-cultural mindset to create timepieces
that can be enjoyed by citizens all over the world.
This year CITIZEN solidified an alliance partnership with Disney, another powerhouse brand with
similar values and ideologies. With a long-term partnership in place, CITIZEN and Disney plan to
align on activations surrounding the Disney Parks, Marvel, Star Wars and more! CITIZEN will be
the Official Timepiece of both Walt Disney World and Disneyland with branded clocks in both
theme parks along with other partnership appearances.
Sharing a concern for man’s impact on the environment, Citizen is proud to sponsor Eric Larsen, a
polar adventurer, with expeditions to the North and South Poles in 2018. Larsen, also a guide
and educator, has spent the past 20 years traveling in some of the most remote and extreme
environments on the planet. Larsen plans to utilize Citizen Promaster Altichron and Tough on his
upcoming 2018 adventures, keeping any outdoor adventurer on track and on time, which is critical
to their survival.