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 isn't time that is making the radio antennas in our watches smaller and smaller.
Every now is full of a million little opportunities.
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.
Every good thing ever made is
the result of someone just
like you, right now, believing
that better is out there.
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.
AUTO PLAY: ON
BETTER STARTS NOW is the simple belief
that it is always possible to make
and that now is the time to start doing it.