The move away from the image of precision watch brand of Japan, the message was the need of that it is a watch brand that works in the world.

Main plate is the highest technology of Citizen. We have determined that there is the highest relevancy of the brand.

CITIZEN was able to communicate its core value to 50,000 visitors in 6 days and WON PRIZES in TWO categories "Best Entertaining" and "Best Sound." Since the awards' inception four years ago, this is the first time one company has simultaneously won two categories. Continuously using main plate as an icon of CITIZEN’s core value from BASEL WORLD in 2013 and triumphal exhibition in Tokyo after MILAN DESIGN WEEK also exhibited in 2014, we have been able to communicate with consumer successfully and it continues for 2015.