Citizen Watch Company has launched a new brand campaign, focused on its groundbreaking Eco-Drive technology, to remind consumers of the Japanese watchmaker’s core values and to re-emphasize its commitment to environmental sustainability. Dubbed “Purposeful Power,” the campaign kicks off with the release of an exciting new watch from its Promaster series, the Limited Edition Navihawk.
The campaign asks Citizen’s consumers to challenge themselves and think about power differently and puts the spotlight on Eco-Drive, the light-powered, eco-mindful technology that eliminates the need for watch battery replacement. Invented nearly 45 years ago, this revolutionary “Purposeful Power” lies at the heart of nearly all of Citizen’s timepieces, and forms the basis of the values-based connection Citizen is striving to create with consumers via the new campaign.
Powered by an Eco-Drive movement, the special watch launching concurrently with the Purposeful Power campaign is the latest version of Citizen’s Promaster Navihawk, a men’s pilot watch inspired by a pilot’s visual experience in the cockpit. It uses the brand’s Atomic Timekeeping system to synchronizes to atomic time for superior accuracy and allows for time adjustments in 26 time zones. Its many useful functions include a chronograph, perpetual calendar, 12/24-hour time, day/date, and power reserve indicator. It is available in bold black, ion-plated stainless-steel case with a cobalt blue dial and bright orange accents and features a sliding scale for measurement and a rotating navigational bezel with a compass. Limited to 1,500 pieces, at a retail price of $850.00, this watch comes with special packaging that features a working Citizen clock that matches the timepiece. Also launching is a Promaster Navihawk in a gray ion-plated steel case and bracelet and a green gradient dial with bold yellow highlights, priced at $695.
As part of the campaign rollout, and in partnership with 1% for the Planet and Everybody Solar, Citizen is encouraging consumers to share their purpose and light inspired moments. For every #mylight moment shared to @citizenwatchesus, Citizen will donate $5 to Everybody Solar towards the goal of 100% funding of a Spring 2022 solar installation project. According to Citizen, “Purposeful Power” will be promoted nationwide through a series of broadcast, print, outdoor, digital and social media and will engage an array of influencers, including sustainable stylist Cassandra Dittmer, professional basketball player CJ McCollum, and Emmy-nominated Unchartered Waters host Peter Miller.
“Our message of Purposeful Power is aspirational so as to reflect the desire of both the Citizen brand and our consumers to treat the planet, and those around us, with respect and to make a positive contribution to the world,” says Jeffrey Cohen, President of Citizen Watch America. “We are pleased to share our new campaign with citizens everywhere and remind consumers that Citizen is purposefully powered beyond the technology that powers our watches.”