Citizen Launches New Campaign of Determined Power to Shine Light and Bring Change

(PRESS RELEASE)NEW YORK – Citizen, known the world over for its uncompromising values: technical precision, innovative spirit, quality of craftsmanship and excellence of design; reminds consumers this week of its core values ​​in a new brand campaign: “Purposeful Power”.

The campaign has consumers and Eco-Drive at the center of its concerns. The brand asks its consumers to challenge themselves and think about power differently. Invented over 45 years ago, Citizen’s exclusive Eco-Drive is the bright, environmentally friendly technology that eliminates the need to replace the watch battery and is at the heart of almost all Citizen watches. Purposeful Power now shines a light on the value-based connection the brand strives to create with consumers.

As part of the campaign rollout and in partnership with 1% for the Planet and Everybody Solar, Citizen encourages consumers to share their purpose and moments inspired by light. For every #mylight moment shared with @citizenwatchesus, Citizen will donate $ 5 to Everybody Solar with the goal of 100% funding a solar installation project in spring 2022. This would be the second joint project between Citizen and Everybody Solar. In recent months, Citizen donations have helped complete the new 35 kilowatt (kW) solar panel at Glacier National Park headquarters.

“Our Purposeful Power message is ambitious to reflect the desire of the Citizen brand and our consumers to treat the planet and those around us with respect and to make a positive contribution to the world,” said Jeffrey Cohen, president. by Citizen Watch America. “We’re excited to share our new campaign with citizens around the world and remind consumers that Citizen is purposefully powered beyond the technology that powers our watches. ”

Additionally, Citizen engages an army of influencers such as enduring stylist Cassandra Dittmer, professional basketball player CJ McCollum, and Emmy-nominated Unchartered Waters host Peter Miller to help them highlight the importance of Purposeful Power. They will also continue to work with 60SecondDocs to profile the lives of ordinary people who change the world in extraordinary ways. Recent papers have featured eco-brand fashion designer Gina Stovall, creative curator Asher Jay and sustainable designer / architect Alejandro D’Acosta.

Purposeful Power will be promoted nationwide through a blitz of broadcast, print, outdoor, digital and social media ads. Media outlets include The New York Times, Hulu, CBS, YouTube, Time, USA Today, Apple News, GQ, InStyle, and Men’s Health.


Along with the launch of the campaign, Citizen is launching a pilot’s watch from its Promaster series: the limited edition Navihawk. Powered by Eco-drive, the timepiece has an array of useful specifications that are the key to a watch of this caliber. It’s available in bold black ion-plated stainless steel with a cobalt blue dial and bright orange accents. The watch not only features synchronized Atomic Timekeeping technology, keeping the time accurate in 26 time zones, but also a chronograph, perpetual calendar, 12/24 hour time, power reserve indicator and day / date.

This watch is limited to 1,500 pieces worldwide and comes in special packaging including a functional Citizen clock that matches the timepiece. It has a retail price of $ 850 and is part of a larger collection of new Navihawk watches for 2021.

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