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. 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.