12 Categories of CITIZEN Identity
Twelve categories that articulate what makes CITIZEN unique, systematized based on an analysis of a company-wide employee survey. Over more than a century of craftsmanship, the tacit knowledge that has accumulated as “CITIZEN-ness” has been put into words.
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DESIGN SOURCE 100
Based on the 12 categories of CITIZEN identity, we selected 100 models from three perspectives: (1) whether they possess CITIZEN identity, (2) whether they have a high degree of design completion, and (3) whether they have elements we wish to reference in the present day. All models were meticulously researched using sketches as a method.
Essence of Design
Through quantitative analysis of the vast text generated from research on 100 models, we extracted eight statements that represent the essence of design underlying CITIZEN models across eras. These are guiding principles that should always be kept in mind in CITIZEN's design activities.
Elements of Design
From the vast amount of text generated through research on 100 models, we extracted elements by analyzing 'emotion' as an axis, and ultimately systematized them into 76 codes and 11 categories. This represents the question, 'What kind of emotions do CITIZEN watches evoke in users?' and can be described as the verbalization of hints and techniques for watch design.
