Better Starts Now
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. CITIZEN’s ECO-DRIVE technology is a prime example of how the brand is dedicated to making the world and its environment a better place. 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.