The CITIZEN

A Timepiece That Challenges the Next Ideal

CITIZEN Watch is one of the few manufactures in the world capable of consistent production of all watch components. Within their lineup, “The CITIZEN” stands as a flagship brand that harmonizes high precision with beauty.

This rebranding project aimed to maximize and visualize the value concentrated within a timepiece measuring just over ten millimeters—a condensation of CITIZEN’s world-class techniques and philosophy refined over many years.

We refreshed communication by reinterpreting the brand's symbol, the “Eagle Mark,” not as a symbol of authority but as an emblem of striving toward new ideals. Developing the slogan “Creator of the Next Ideal,” we transformed The CITIZEN into a pioneering brand that leads the way through innovation and challenge.

Client :

Citizen Watch Co., Ltd.

Year :

2021 -

Industry :

Graphics

To be a lifelong partner that transcends the mere existence of a timepiece. The CITIZEN evolves into a brand that continuously pursues its next ideal. As a key visual embodying this philosophy, we created communications inspired by cultures that live in symbiosis with eagles. This campaign continues to expand globally from Japan to Europe and Asia.

Web / App

We created a brand site that unravels The CITIZEN's philosophy of creating the next ideal. Additionally, driven by the desire to "better convey the intricate and excellent technology hidden behind the watch, as well as the developers' philosophy," we developed "Hand to Hand Story," a web content series that focuses on craftsmanship and explores behind the scenes of watchmaking.