CITIZEN unveils new Eco-Drive models

Citizen introduces unique models with Eco-Drive technology. Unperturbed by passing trends, the fine collection is a modern fashion statement for youthful, authentic-seeking individuals who seek a watch that may transcend their generation.

Eco-Drive is a revolutionary technology that powers watches using any natural or artificial light, relieving the necessity of replacing batteries.

Although the usage of solar power generation is common among automobile, housing and other industries today, Citizen had the foresight to start development of a light-driven watch more than 40 years ago, and launched the world’s first light-powered analogue quartz watch in 1976.

Citizen’s inquisitive mind and determination toward the success of Eco- Drive technology have brought about numerous breakthroughs. Some outstanding examples include the recent renowned Concept Models and their production versions.

Furthermore, cutting-edge discoveries which have been acquired through the development of these models are being adapted to high-end models, and eventually to lower-priced models targeting a wider audience. It is a principled theme for which Citizen emphasizes new possibilities of Eco-Drive, in order to bring joy and excitement to the world.