Citizen today boasts a litany of world firsts

Citizen today boasts a litany of world firsts



There is indeed much to be said about heading the Southeast Asian division of a company that has persistently been at the forefront of global watch technology.

Citizen today boasts a litany of world firsts which include the thinnest men's watch, the smallest ladies' watch, the Titanium watch and the Quartz watch.

It was also hailed as a trend-setter in Japan where it introduced the country's first shock-resistant watch, waterproof watch and wristwatch with an alarm setting mechanism.

As the 70s drew to a close, Citizen decided it was time to wear the social responsibility hat. The result was its Eco-Drive range which features environmentally-friendly watches that use any light as a power source.

The technology has made it unnecessary to change or dispose of batteries as the watch is able to store enough energy to last it six months in total darknesss.

“Citizen actually introduced this range 75 years ago but back then people were not concerned about the environment,” Tadahiro said. “All they talked about was its awkward bulky size.”

The company spent a great amount of time and effort explaining the Eco-Drive concept to the public when it was relaunched and it has paid off handsomely. Today the range contributes to more than 80% of sales.

“Buying an Eco-Drive watch makes the wearer feel that he or she is doing their bit for the environment,” Tadahiro smiled.

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