Eco-Drive One

Defining the Value of One Millimeter

Citizen Watch, one of the few manufactures in the world capable of producing every component of their timepieces, created the Eco-Drive One as a premium watch. With an internal mechanism just one millimeter thin, it stands as the world’s thinnest watch (as of May 2025), embodying functional refinement stripped of all excess.

While the design garnered high praise, the brand faced a challenge in fully conveying its singular value—the “One” millimeter movement that inspired its name. This rebranding project aimed to visualize the watch’s hidden value: its astounding thinness and exceptional comfort that surprise everyone who holds it.

Under the concept “Amazing One: The Millimeter That Changes the World,” we built a consistent brand universe across multiple platforms—graphics, film, and website—contributing to a successful renewal of the brand’s customer base.

Client :

Citizen Watch Co., Ltd.

Year :

2021 - 2022

Industry :

Graphics

Movement thickness: just 1mm. We developed a new visual featuring the “Calla lily,” with its distinctive single petal, as a motif symbolizing this product stripped of all excess. As a timepiece establishing new standards for wristwatches, we expressed the world's thinnest functional beauty through clean, graphical representation.

Movie

To dramatically express the amazing value of the 1mm movement—its unique thinness, lightness, and comfortable fit—we developed a motion graphics movie. It was broadcast as a TV commercial coinciding with the launch of the new visual and campaign kickoff.

Web / App

Eco-Drive One, a crystallization of engineers' technical prowess and passion. We created a brand site visualizing the intent behind each part and design element. Rather than photographs, we actively utilized line illustrations, creating a design that intuitively conveys the intricate and masterful techniques living within the watch.