Citizen Communicates the Power of Light With a New Ad Campaign Featuring Real People

Today Citizen Watch Company of America announced the debut of a groundbreaking new ad campaign highlighting Citizen’s proprietary technology that powers each Citizen Eco-Drive watch with light, any light — artificial or natural, and continuously uses light to recharge for the entire life of the watch.

This light-focused campaign takes a new approach, featuring bold, graphic imagery and real people who are closely aligned with the Citizen brand in their passions, life choices and their work.

Clint Harp, a woodworker and furniture artisan featured on HGTV’s Fixer Upper uses recycled or reclaimed wood for the furniture he crafts.  He shares with Citizen his commitment to the environment and his green orientation echoes the Citizen brand proposition, where light powered watches eliminate the need to replace watch batteries and therefore reduce our carbon footprint.

Chloe Coscarelli, is an award winning vegan chef and cookbook author who brings to life the mission statement for the Citizen L Ladies’ Collection: “Brave is Beautiful. Making the right choices is in your nature. You care about something bigger than yourself. That is what drives your world.”  Chloe has an inspiring dedication to animal-free cooking that she combines with decadently delicious recipes and beautiful presentations.  Her lifestyle choices ideally align with the Citizen L Ladies’ Collection timepieces, which combine the practicality of technologically advanced craftsmanship with the luxury of exceptionally beautiful design.

Citizen worked with Style Coalition, a leading influencer and marketing platform to find the faces of this new campaign.

Jeffrey Cohen, President of Citizen Watch Company of America said, “Our new campaign draws important focus to our strong, consistent leadership in both technological advancements and innovative design, as embodied in our latest introduction in honor of the 40th anniversary of Eco-Drive technology: Eco-Drive One, the world’s thinnest light-powered watch.  The ads’ powerfully bold imagery and clean-lined style reflect the new look of Citizen as exemplified in our installations at Basel and Milan Design Week, our flagship store in Times Square and our new corporate offices in New York City.  It not only reinforces the importance of light powered technology, but also our position as industry leaders.”

Ellen Seckler, Executive Vice President of Marketing for Citizen Watch Company of America further explained, “We listened very closely to the needs and preferences of the consumer. Both qualitative and quantitative research revealed that today’s consumer wanted to see people in our ads that reflect the values of our brand, and most importantly, they wanted to see people much like themselves who reflect the accessibility of our product offerings. This campaign is true to our founding leaders’ vision that CITIZEN should be an inclusive brand in both styling and price points so that all citizens throughout the world could enjoy our timepieces.”

The ad campaign debuts this fall and will be featured on broadcast outlets including Fox NFL, HGTV and Univision; as well print and digital advertising in fashion, sports and lifestyle categories with related programmatic video and mobile advertising.

Citizen Watch is a true manufacture d’horlogerie with a comprehensive manufacturing process that extends from creating a watch’s individual components to its final assembly. The company operates in more than 100 countries around the world. Since its founding in 1918, Citizen has held the belief of “Better Starts Now” — that is, No matter who you are and what you do, it is always possible to make something better, and now is the time to start doing it. Sharing this belief, we have made watches, invented and improved technologies and explored the future of watches such as our propriety light-powered technology “Eco-Drive” and state-of-the-art satellite-synchronized timekeeping.

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