The Long History and Innovation of Citizen Watches

Founder and Origins of CITIZEN

• Founder: Kamekichi Yamazaki
• Year Established: 1918
• Initial Location: Tokyo, Japan
• First Watch: Citizen
• Official Website: www.citizenwatch-global.com

Citizen, a name widely recognized as one of the leading watch brands in the world, has long been a symbol of innovation, quality, and affordability for many people. More than just a timekeeping device, Citizen watches have accompanied generations, reflecting the evolution of technology and lifestyle changes.

This article invites you on a deep historical journey, revealing how this iconic brand was formed and transformed into a globally respected powerhouse in the watchmaking industry. Let’s explore Citizen’s timeline together, from its humble beginnings to the brilliant achievements it has attained.

The Early Chapter: The Birth of Shokosha Watch Research Institute (1918–1930)

Citizen’s story began in Tokyo, Japan, in 1918 with the establishment of the Shokosha Watch Research Institute. The institute was founded by Kamekichi Yamazaki, a visionary jewelry entrepreneur with a great ambition to produce high-quality watches in his homeland. Yamazaki was inspired by his observations of the advanced watchmaking industries in Switzerland and the United States during his visits there. He was determined to bring that expertise to Japan and localize the production of pocket watches.

Initially, the Shokosha Watch Research Institute focused on assembling watch components imported from Switzerland. However, driven by a spirit of independence and a desire to master the entire production process, the institute soon managed to import advanced machinery from Europe.

This step allowed them to begin manufacturing their own watch components—a significant achievement at the time. As a testament to their commitment to quality, Yamazaki even established a special school within the institute. This school aimed to provide top-tier technical education to its engineers, ensuring that every watch produced met the highest standards.

After years of research and development, in 1924, the Shokosha Watch Research Institute successfully produced Japan’s first domestically made pocket watch. This watch was the first product to bear the name “Citizen.” The name wasn’t chosen randomly; rather, it was suggested by the Mayor of Tokyo at the time, Count Shinpei Goto.

A close friend of Yamazaki, Goto proposed the name “Citizen” with the sincere hope that this high-quality watch could be enjoyed and owned by every Japanese citizen. The name “Citizen” had already been registered as a trademark in Switzerland in 1918 by a Swiss watchmaker named Rodolphe Schmid, who also sold watches in Japan.

The founding of the Shokosha Watch Research Institute was supported by investors from both Japan and Switzerland who saw great potential in Yamazaki’s vision. Additionally, Yosaburo Nakajima—who would later become the first president of Citizen Watch Co., Ltd.—played a vital role during the institute’s early development. Nakajima, who previously had experience assembling imported watch components as a representative of Schmid’s company in Japan, contributed significantly to realizing Yamazaki’s dream.

The Birth of the “Citizen” Name and the Company’s Founding (1930)

After operating for several years as a research institute that successfully produced quality watches, the next step in the brand’s evolution was the formal establishment of a company. In May 1930, the Shokosha Watch Research Institute was transformed into Citizen Watch Co., Ltd.

The decision to adopt the name “Citizen” as the company name was a strategic move that directly reflected the hope that their products would be accessible and loved by the general public—not only in Japan but around the world. The company’s founding location remained in Tokyo, where it all began. Today, Citizen Watch Co., Ltd.’s headquarters is located in Nishitokyo, Tokyo.

Although the Shokosha Watch Research Institute was founded by several investors, one key figure often associated with Citizen’s original vision is Shinji Mikimoto. Mikimoto, a renowned Japanese entrepreneur famously dubbed the “Pearl King,” is believed to have played a role in inspiring and supporting Citizen’s vision of creating watches for everyone. While Mikimoto may not have been directly involved in the company’s operational founding, his influence and support for the idea were significant.

On the leadership front, Yosaburo Nakajima held the reins as the first president of Citizen Watch Co., Ltd. His experience and expertise in the watchmaking industry were valuable assets for the fledgling company. Moreover, Citizen took a strategic step by acquiring several facilities from the assembly plant previously operated in Yokohama by Rodolphe Schmid. This move demonstrated continuity and effective utilization of existing resources to strengthen Citizen’s manufacturing foundation.

Tracing the Passage of Time: The Long History and Innovations of Citizen Watches

Citizen, a name widely recognized as one of the world’s leading watch brands, has long been a symbol of innovation, quality, and affordability for many people. More than just timekeepers, Citizen watches have accompanied multiple generations, reflecting technological progress and lifestyle changes.

This article invites you on a deep historical journey, revealing how this iconic brand was formed and transformed into a globally respected force in the horological industry. Let us trace Citizen’s path through time, from its humble beginnings to the remarkable milestones it has achieved.

The First Product: The Pocket Watch That Started It All (1924/1931)

The first product officially bearing the name “Citizen” was a pocket watch produced by the Shokosha Watch Research Institute in 1924. This pocket watch used a 16-caliber movement. In its pursuit of self-reliance as a domestic watchmaker, Citizen incorporated exclusive features such as a specially designed screw system in this inaugural timepiece.

A fascinating note in Citizen’s history is that the Emperor of Japan was reportedly one of the first owners of a Citizen timepiece. This pocket watch was given to him as a gift, and he was said to be impressed by its quality and design.

In tribute to this legacy, and to commemorate 100 years since the first Citizen watch, a limited edition pocket watch was launched in 2024. This special edition was inspired by the classic 1924 design but featured modern technologies like a lightweight titanium case and a high-precision movement. The launch underscored the historical importance of Citizen’s first pocket watch in the brand’s journey.

Following the success of its first pocket watch, Citizen continued expanding its product line. In 1931, the company launched its first wristwatch officially bearing the “Citizen” name. This was a men’s watch with a manual-winding mechanism, known as the Model F. The Model F remained in production until 1957, a testament to its quality and popular design. The transition from pocket watches to wristwatches reflected Citizen’s adaptation to market trends, as wristwatches became increasingly favored by the public.

Technological Innovation as a Core Brand DNA

From its earliest days, technological innovation has been an inseparable part of Citizen’s brand identity. A relentless drive to create better products has propelled Citizen to the forefront of watchmaking innovation. Among the brand’s most iconic breakthroughs is its Eco-Drive technology, which revolutionized how watches are powered.

Eco-Drive: The Light-Powered Revolution

In 1976, Citizen introduced the world’s first analog light-powered watch, known as Eco-Drive. This revolutionary technology transformed the watch industry by eliminating the need for regular battery replacements. Eco-Drive works by utilizing solar cells integrated beneath the dial, which convert both natural and artificial light into electrical energy. This energy is stored in a rechargeable lithium-ion battery, allowing the watch to run for months—even in total darkness after a full charge.

Citizen has continually refined Eco-Drive technology, with the latest models capable of operating for six months or more in darkness on a single charge. In 1996, Eco-Drive received Eco Mark certification for its environmental sustainability. Further recognition came in 2014 when Citizen became the first watchmaker to win the Gold Prize at the Eco Mark Awards, a major acknowledgment of its commitment to environmental preservation.

Radio-Controlled and Satellite Timekeeping Technologies

In addition to Eco-Drive, Citizen is also known for pioneering time synchronization technologies. The company developed radio-controlled watches that receive time signals from atomic clocks via radio waves. Citizen’s first radio-controlled watch was introduced in 1993, enabling automatic synchronization with atomic clocks across different regions of the world.

Citizen took this a step further in 2011 by launching Satellite Wave GPS technology. This allowed watches to receive time signals directly from GPS satellites orbiting Earth. The result: ultra-precise watches that can display accurate time anywhere in the world, as long as there is access to an open sky.

Super Titanium™

Another standout Citizen innovation is the development of Super Titanium™, created through Citizen’s proprietary titanium processing technology. Super Titanium™ offers significant advantages over standard stainless steel—it is five times harder, 40% lighter, hypoallergenic, and highly resistant to corrosion.

Citizen was the first company to use titanium for watch cases with the 1970 release of the X8 Chronometer. The development of Super Titanium™ reflects Citizen’s ongoing commitment to materials innovation, improving both durability and comfort for users.

Exploring the World: Citizen’s Global Expansion

Citizen’s ambition to reach “citizens” around the world was realized through gradual but steady global expansion. This journey began in 1936 when Citizen started exporting watches to Southeast Asia and the South Pacific. China was also among the brand’s earliest export markets.

After World War II, Citizen accelerated its international expansion. In 1949, the company established the Citizen Trading Company—a subsidiary focused on managing domestic and international sales and marketing. This allowed Citizen Watch Co., Ltd. to concentrate more on manufacturing, research, and product development.

Another strategic move came in 1960 when Citizen signed an import-export agreement with leading U.S. watchmaker Bulova Watch Co. This partnership opened the door to the vital American market. That same year, Citizen also signed a technical cooperation agreement with India, showing a commitment to sharing its technology and expertise.

In 1965, Citizen opened a representative office in West Germany, marking the start of full-scale exports to Europe. A major milestone came in 2008 when Citizen acquired Bulova Watch Company. This acquisition not only expanded Citizen’s brand portfolio but also made it the largest watchmaking group in the world at that time.

Citizen continued its strategic acquisitions by purchasing Swiss luxury movement maker La Joux-Perret (and its subsidiary Arnold & Son) in 2012, followed by the Frederique Constant Group in 2016. Today, Citizen operates in more than 140 countries, supported by an extensive global sales and distribution network.

Marketing Strategy and Brand Development

Citizen’s success as a global brand has been driven not just by technological innovation and product quality, but also by effective marketing and sustainable brand development. The brand’s core philosophy, “Loved by citizens, working for citizens,” reflects its mission to create high-quality timepieces accessible to everyone. Additionally, the slogan “Better Starts Now” embodies Citizen’s spirit of continual improvement and innovation.

From the start, Citizen has used creative demonstrations to showcase the reliability and toughness of its watches. One of the most famous examples was in 1956, when Citizen dropped its “Parashock” model from a helicopter. Miraculously, the watch remained functional after the fall, proving the durability of its shock-resistant mechanism. Similarly, the water-resistant “Parawater” model was tested by throwing it into the Pacific Ocean inside a buoy. It was retrieved a year later, still in working condition after drifting at sea.

Over the years, Citizen has produced numerous iconic watch collections cherished by enthusiasts worldwide. These include the Promaster series, designed for professionals in aviation, diving, and land exploration. The Aqualand collection gained fame as the first dive watch with a digital depth gauge. Meanwhile, the Navihawk collection has become popular among pilots and aviation enthusiasts due to its advanced aviation-inspired features.

To strengthen its brand image globally, Citizen has engaged in strategic partnerships and sponsored prestigious sporting events. One long-term partnership is with the U.S. Open tennis tournament. In 2018, Citizen also announced a long-term collaboration with entertainment giant Disney, including popular brands like Marvel and Star Wars.

In recent years, Citizen has placed greater emphasis on sustainability in its marketing strategy. It actively promotes Eco-Drive as an eco-friendly solution and participates in various environmental preservation initiatives.

The company’s first global marketing campaign, “CHASING HORIZONS,” launched in 2014 to promote the Eco-Drive SATELLITE WAVE F100 model, won recognition at the 2015 Cannes Lions, showcasing Citizen’s creative and effective marketing efforts.

The Citizen Sustainability

The history of Citizen Watch Co. is a rich narrative of innovation, vision, and dedication to producing high-quality, accessible timepieces. From humble beginnings at a research institute in Tokyo, Citizen has evolved into a globally recognized and respected brand.

Through continuous technological innovation—such as Eco-Drive, Radio-Controlled, Satellite Wave GPS, and Super Titanium™—Citizen continues to push the boundaries of watchmaking.
Its strategic global expansion and effective marketing have built a strong international brand image.

With unwavering commitment to quality, innovation, and sustainability, Citizen remains an essential part of many people’s lives worldwide. The Citizen journey is proof that with a clear vision and a passion for innovation, a brand can transcend geographical and cultural boundaries to become a global icon.