Shota Mimura

Pursuit of New Value

To highlight the value of CITIZEN’s core technology, the light-powered Eco-Drive, a total of eight concept models were unveiled between 2009 and 2012. The models were selected through an in-house competition. The only rule was that they had to be 'powered by light.' With no other restrictions, designers were free to propose new products from a completely blank slate. The models were announced on a grand scale at BASELWORLD, the world’s largest watch fair held in Switzerland, drawing significant attention. Furthermore, the initiative did not end with the unveiling of the concept models; efforts were made to mass-produce them with their original designs as much as possible. Four of the announced models were produced in limited quantities, and their technology and design codes had a major influence on subsequent models.

Play, Learn, and Create

This project was launched to help families with children, who have been spending more time at home due to the COVID-19 pandemic, enjoy fun time together at home. It was born from a bottom-up approach, with employees raising children gathering voluntarily to share ideas. Even now, after COVID-19 has been downgraded to Category 5, we continue to share craft ideas on social media that allow children and adults to enjoy time together at home under the concept of 'Play, Learn, and Create Instantly.'

Fusion of Analog and Digital Ver.2.0

To put it simply, this watch is a "watch that demonstrates a new relationship between analog and digital." It can also be seen as a challenge to refresh the busy impression often associated with digital watches. In 1978, CITIZEN released the "Digi-Ana," the first domestically produced combination watch in Japan. Early combination watches featured a layout where the digital and analog displays were independent. Later, integrated designs with digital displays beneath the hands became mainstream, and this model’s LCD layout follows that type. The standout feature of this model is undoubtedly its digital display shutter function. Normally, it can be worn as a simple three-hand watch, and the digital display can be called up only when you want to use functions like the calendar or chronograph. As the name "shutter" suggests, the LCD opens and closes gradually from top to bottom, creating an attractive effect. This model pursues the best of both worlds: the simplicity and luxury of a watch, and the functionality of digital. If the always-on combination watches, which create a mechanical and busy design reminiscent of cockpit instruments, represent the first generation of "fusion of analog and digital," then this model, which blends the LCD into the background except when needed to achieve both simplicity and luxury, could be called the second generation.

Geometry Tension

The layout, composed of overlapping sub-dials on the dial and combinations of border and record patterns, is geometrically organized, giving viewers an intellectual impression. The bezel’s corner shapes are a simple combination of geometric forms—circles, tangents, and conical surfaces. Yet, depending on the viewing angle, they can appear to have a reverse curve, creating an organic feel and adding a unique tension to this model. In a monochrome world, logically combined geometric shapes generate a sense of harmonious tension throughout, expressing the intellectual aspect inherent to watches.

Fusion of Beauty

A captivating model that beautifully fuses the 'beauty of the cosmos' with 'Japanese aesthetics.' Despite the many complex elements—such as hand-applied lacquer and Chirijiraden by artisans, a three-dimensional dial structure, and a moon phase—there is no sense of excessive ornamentation, giving it an allure that makes you want to gaze at it forever. This is likely due to the excellent balance of adding and subtracting elements, not only in size but also in color and finish. The case, simple yet dynamic, serves as a vessel that perfectly highlights the dazzling dial, which is meticulously crafted down to the finest detail.