by Biz Com For PRoactive communication Wednesday, April 27, 2011
Message from the President

Since 1985, when CITIZEN first exhibited at BASELWORLD, we have continued to present extraordinary watches that symbolize the brand. Combining stunning advances in design with Eco-Drive that enables to keep on running wherever there is light, these watches have won worldwide acclaim. It is not too much to say that CITIZEN’s history at BASELWORLD is that of Eco-Drive’s evolution. Two years ago, we started presenting concept models to add in our BASELWORLD history. These models showcase the innovation and originality which can only be derived from Eco-Drive, and prove that we as a brand integrate state-of-the-art technology in a very unique form.

Eco-Drive’s evolution yet continues. I am convinced that, as an innovative brand with intelligence and passion, the CITIZEN brand and Eco-Drive future will be appreciated by people the world over. The boundless appeal of Eco-Drive, the fascination of Tokyo design, the uniqueness of the CITIZEN brand: you will find them all at BASELWORLD 2011.

Eco-Drive Is Designed for the Future

Eco-Drive is a proprietary CITIZEN technology that uses energy from light to drive the watch’s movement. The history of its development began 35 years ago with a search for new sources of energy. This proves to have been successful and longed for in an ever more environmentally conscious world, as the future choice of an eco-friendly watch.

Rigorous research and development have produced watches that never stop under ordinary conditions of usage, watches sold worldwide to universal acclaim. Today, 80% of CITIZEN watches are equipped with Eco-Drive, and their state-of-the-art design has won the hearts of watch lovers around the world.

As we look to the future, we see Eco-Drive as the heart of new generations of watches, in which sophisticated design and highly accurate timekeeping technology are combined. In previous years, our latest advances have been displayed in, for example, our Eco-Drive DOME, Eco-Drive EYES, and Eco-Drive LOOP.

Powered by light, this new Eco-Drive watch receives signals from the sky to keep it exactly on time, wherever in the world it travels. The combination of CITIZEN’s next-generation watch technology and the near future flair of Tokyo design spells a watch to dream for. Please see for yourself this latest demonstration of Eco-Drive’s boundless potential.

Debuting in Autumn 2011

Time from Outer Space

For 2011, CITIZEN introduces “Eco-Drive SATELLITE WAVE,” a limited edition watch with a totally new timekeeping system. This next-generation timepiece searches for the closest of the 24 navigation satellites that orbit the earth. It captures the day, date and time signals the satellite emits from space, 20,000 kilometers above the earth. Since the satellite signals are controlled by atomic clocks, this watch’s timekeeping is ultra precise. Each of the 24 navigation satellites orbits the earth once every twelve hours, so that this watch receives the signals from any open space, even in the boundless Western Pacific or atop the world’s highest peak.

The metal ring embedded in the glass bezel seems to float in outer space, like a satellite in planetary orbit. The round case, which appears to be independent of the lugs, suggests the image of the earth. These design elements resonate with the technological combination of light power and time/calendar data received from outer space to keep this watch on time, always. The spiral parts visible from the sides of the glass bezel are both a design motif, suggesting the radio waves that link this watch with outer space, and visible symbols of the light waves that provide Eco-Drive an inexhaustible source of energy. The three-dimensional forms on the watch face evoke the futuristic image of spaceship engines. 2011 will, thus, be the year in which time signals link wrist and outer space in an unprecedented experience. Eco-Drive SATELLITE WAVE will bring ultra-precise timekeeping to whatever human beings do, wherever they are on the face of the earth. It is purely powered by light.


For Press info, please contact:
BIZ COM - For Proactive Communications
P.O. Box 48889; Dubai - UAE
T: +97143320888
F: +97143320999

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