BETTER STARTS NOW
We prefer progress to status

When we started our watch company in 1930,
we named it CITIZEN:
A dedication to the new generation of Japan.
A generation who believed in progress.
A generation who wanted to change things for the better,
and weren't waiting for someone else
to make it happen.

It's people who shape time
Time goes by, but people go forward.
Time is nothing
Time is a Space for us to fill with something great

It isn't time that is making the radio antennas in our watches smaller and smaller.

Time won't do the work UNLESS you're making CHEESE or WINE
THE PAST CELEBRATES, THE FUTURE DREAMS
NOW does

Every now is full of a million little opportunities.

Every tick is a chance. Every tock is a challenge to do better.

Because watchmaking is a work in progress,
not a history lesson.
And, as with anything,
it's the people who believe in progress
that move things on.

A watch is made of so many things, thousands of details, and each one can always be improved.

There's no end to improvement.
Every good thing ever made is the result of someone just like you, right now, believing that better is out there.

Every good thing ever made is
the result of someone just
like you, right now, believing
that better is out there.

BETTER STARTS NOW

We are the citizens, the people who see the world as a work
in progress. A place to be improved. A place where time is
measured not in seconds, but in steps forward. Some will say
we are obsessive, but if you love something, why would you
not strive to make it better? We don't live in our past
glories, our sights are firmly set forward. Are we aiming
at perfection? No, for us, to admit perfection is to admit
defeat. To stop. And if time never stops, why should we?
We're heading for better.

SOUND: ON

AUTO PLAY: ON

CITIZEN

BETTER STARTS NOW

BETTER STARTS NOW is the simple belief
that it is always possible to make
something better,
and that now is the time to start doing it.

ENTER