A sporty design combined with superior accuracy results in the
Citizen Perpetual Chrono A-T Collection (the PCAT watch), which
syncs itself to atomic clocks for ultra-accuracy. This atomic
timekeeping watch draws power from any light source through
Eco-Drive technology. The Citizen Eco-Drive® Perpetual Chrono
Atomic Timekeeping Titanium Watch for Men, featuring a
lightweight yet robust titanium link bracelet, has a fold-over
clasp with a hidden double push-button closure for easy on and
off. This water-resistant timepiece features a chronograph, a
perpetual , 12- and 24-hour time, an alarm, a power
reserve, a tachymeter, and the day and date. This classic round
timepiece automatically charges in natural or artificial light
and will never need a new battery. For more than forty years,
Citizen’s proprietary Eco-Drive technology has served as the
prime example of how the brand is dedicated to the world and to
making its environment a better place. A simple yet revolutionary
concept, Eco-Drive harnesses the power of light from any natural
or artificial source and converts it into energy, eliminating the
need for battery replacement, using renewable energy to keep
Citizen Eco-Drive watches for men running forever. For over 100
years, Citizen, a pioneer in watchmaking and innovative
technology, has promoted excellence and creativity with a
deep-rooted respect for craftsmanship.
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Since its foundation in 1930, CITIZEN has promoted a
multi-cultural mindset that fosters excellence and creativity.
The very name of the brand conveys a deep respect toward
craftsmanship and considered as familiar by citizens the
world-over. So as a “citizen” of the world, we bear the
responsibility to help cultivate a culture of positive change and
on-going evolution through our craft. We take that mission
seriously and steadfastly welcome what the future may bring.
As a true manufacture d’horlogerie, CITIZEN integrates a
comprehensive manufacturing process from creating individual
components to a watch’s final assembly. It’s an artisan’s
approach to watch making based on pushing forward the boundaries
of technology and leveraging our experience toward exploring new
possibilities.
One pivotal technological breakthrough was the development of a
light-driven watch. CITIZEN pioneered this engineering innovation
well ahead of other watch manufacturers as early as 1976, which
led to the launch of the highly accled Eco-Drive in 1995.
Utilizing electrical power converted from virtually any light
source, this extraordinary innovation changed forever the way
watches could be powered. Eco-Drive eliminated the need to ever
replace batteries, which made it especially beneficial to areas
where such spet batteries were not obtainable. This leveled
the field for citizens of virtually every country to be able to
experience unrestricted joy of wearing and using a CITIZEN watch.
The product development policy, “The Fusion of Technology and
Beauty,” remains a constant motivation for us to merge
cutting-edge technology with perfection of design beauty, which
as a consequence inspires people to strive to be their best at
any time.
CITIZEN launches a new campaign in collaboration with
Wieden+Kennedy, Better Starts Now. This is the simple belief that
no matter who you are or what you do, it is always possible to
make something better — and now is the time to start doing it. We
believe that better and now are both infinite, and that there is
always a next ‘better’ and a new ‘now’ in which you can start
pursuing it. It was clear from the onset of this project that we
are dedicated to this ideal…not to the past but to the present,
and all the way we can improve it. To help communicate this
belief to the world we have created a new global CITIZEN brand
movie, brand identity and brand website that represents out
Better Starts Now philosophy.
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