Citizen watches were first seen in public in 1924. In these days watches were to be heavy objects that kad fashionable ornaments as much as they were practical items used to tell the time. Citizen watches changed these rules, by creating a new brand that was slim and light weight on the wrist as well as looking good. these were main differences. And they had a great success. In a few years they sold so many watches, than no other company and continue to sell well today.
The reason they have reached such a niche in the market is due to their high quality and pretty design. A quality that has never lowered, despite the ever growing competition and the temptation to appeal to a big market.
Secondly they are one of rare companies in the world that do not afraid to take risks. Some one well said: who never risks, those do not drink champagne. In a world where major co operations continue to the same old thing, Citizen company is intented in reinventing the market. They do not sit on laurels, taking the meaning of the word “citizen” to the extreme market.
Citizen first going in 1930, aimed to be the first watch company which does everything. They wanted to wipe out the competitive by making more and more inventions. It was the Citizen that first introduced shock resistance to their watches. Until then, all watches were easily broken when hitting the ground, and as a result few people paid out their cash unless they could afford to replace or fix them. An image of people in expensive and high quality suits pulling a pocket watch out of their breast pocket near the heart is what springs to mind. “Citizen watches” brought watches to the poorer class people by making them more durable.
After some years Citizen made the first professional diving watch, which had great water resistant. This watch was not only waterproof from water drops or shower, but also featured an electronic depth sensor. Nowadays this is seen on many brands, every, even cheapest watches have water resistants, but it was Citizen who first put them into the market place.
Their latest invention is perhaps the most impressive. It is named the Eco Drive System. It is an environmentally friendly watch whic is using an inbuilt solar panel instead of batteries. Again this is now used by many watch companies, calculators and other stuff has this option too, but none of them with the originality of citizen. Without any questions, they will continue with this line, while citizen thinks up something else as always. In fact this seems to be the pattern in the whole earth, no one is really moving or is scared until Citizen do.
These inventions made Citizen watches the biggest and richest in the world. Nowadays it employs ~3000 people continuing and searching new ways to develop the wristwatch and make some more inventions. Long may it go.
