In order to use this website correctly, please activate cookies in your browser.

Person working on a table with tools, papers, and a magnifying glass.

BETTER STARTS NOW

CITIZEN brand philosophy:

Better Starts Now is the simple belief that it's always possible to do better, no matter who you are or what you do - and that now is the time to start.

We believe that both Better and Now are infinite, and that there is always a next "Better" and a new "Now" in which you can begin to achieve it.

Do we strive for perfection?

No. Because for us, perfection means admitting defeat.

We are shaped by the idea that watchmaking is a constant process.

Exploring new possibilities is what excites us.

We strive to become better.

 

BETTER STARTS NOW
Video transcription
The video shows a series of scenes related to watchmaking and innovation, starting with a watchmaker at his workbench, then transitioning to the creation of different types of watches, and concluding with the slogan "Better Starts Now" and the Citizen logo.

CLOCKMAKERY

A watch is made up of so many things, thousands of details, and each one can always be improved.
Our "Better Starts Now" philosophy inspires us to constantly improve every single part of the watches we make. That's the way it is today.

And it will be the same tomorrow.
We want everyone to have the best watch possible.

That's why we're constantly striving to get better.

Technologies with a person in a blue shirt and a right arrow.
Manufacture: A close-up of glasses parts with a right arrow.
Press 'esc' to close searchbox