The Essence of CITIZEN Design

Eight precepts that express the essence of design that runs through CITIZEN models across eras. A set of benchmarks to always keep in mind within CITIZEN’s design practice.

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Unshakable Core

Express the skeletal beauty through simplicity and sharpness.

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Unshakable Core

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Simple and sharp forms. Unadorned, yet each plane has a beautifully polished finish. (SUPER DELUXE)

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A bangle design with sharp case lines. It reads as a simple, modern style. (MEME OF CITIZEN)

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Simple and flowing. It embodies what an ultra-thin watch should be. (DIAMOND FLAKE)

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A font that doesn’t feel childish—rather, it’s a bit grown-up: simple, modern, and above all, highly legible. (KINDER TIME)

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Both the hour hand and minute hand are sharp, using diamond-shaped hands that beautifully catch reflections. A classic type, yet with beautiful forms. (SUPER DELUXE)

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An elegant sunray finish. Simple, yet with a sense of luxury. (THE CITIZEN CAL. A010)

Outstanding balance

Combine contrasting styles to create an excellent sense of balance.

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Outstanding balance

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A watch that makes you want to view it from an angle. Bold design and delicate design are harmoniously integrated. (Eco-Drive EYES)

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Compact, so despite being sporty it can be coordinated elegantly. (RIVA)

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The five-minute marks on the minute track are thick—thicker than the indexes. The balance between delicacy and boldness is pleasing. (VOICE MEMO)

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A side that appears thin—just 800 microns at the narrowest point. A composition of planes that is both bold and delicate. (Eco-Drive Bluetooth®)

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The volumetric planes of the case contrast with the intricate minute track on the dial, creating a good contrast. (CHRONOGRAPH CHALLENGE TIMER)

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The striped protrusions and recesses around the “CITIZEN” logo create a sporty yet dressy impression, making it a design that’s easy for daily use. (SUPER TITANIUM)

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A form that combines delicacy and dynamism. (GLORIOUS CITIZEN)

Functional excellence with class

Imbue instrument-grade functionality with elegance and luxury.

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Functional excellence with class

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Why it feels thin and elegant despite being a functional watch: by using a fine bezel, you feel thinness even from the front. At the time, high-end watches used fine bezels as a way to appear thinner. Note: a thin watch looks thin even when viewed from the front. (ANA-DIGI TEMP)

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A deep navy that contrasts with the champagne gold base color. It stands out, is easy to read, and gives an elegant impression. (CITIZEN CALENDAR)

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A combination evocative of a diver. The flat hour hand paired with a peaked-cut minute hand is unusual, but it’s an idea that virtually eliminates misreading while also creating a sense of luxury. Mirror-polished hands on a black dial can be hard to read due to reflection, but by printing about 4 mm of white at the tip of the second hand, this is overcome. (ANA-DIGI PW)

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Though a dress watch, it also considers legibility of the dial and hands. At the time of sale, it was proposed to those seeking genuine assurance and stylish luxury. (EXCEED)

Grace that captivates

Appeal to the viewer’s aesthetic sense through sculptural beauty.

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Grace that captivates

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There is no sense of trying to appear thin; instead, the substantial mass gives a quintessential “watch-ness,” and the dial presence is striking. The side view of the lugs is also beautifully designed—an unusual exterior that combines product appeal with watch appeal. (ALTERNA SHUTTER DIGITAL)

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The chamfered regions on the bezel and case are crisp, with beautiful planes. The chamfers toward the lugs also sparkle beautifully. (xC MINISOL)

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The line from the case into the tips of the lugs connects in a beautiful sweep. (SUPER QUEEN)

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By setting the center of gravity higher, protrusions on the top surface are minimized, making the watch look thinner when worn. “Thin” has the effect of making the wearer appear intelligent. (DIAMOND FLAKE)

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Bold chamfers that bring out the beauty of the planes, producing a thinning effect. (DRESSEL EXCEED)

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A slender frame on the bezel’s top surface and the thin lugs create a beautiful balance. (SUPER DELUXE)

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The beautiful curve (R) connecting the lugs to the watch head is like a graceful Japanese bridge. (WORLD TIMER)

Devotion down to the minutiae

Make the meticulous attention packed into the details the hidden seasoning of the model.

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Devotion down to the minutiae

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A font with a shifted center of gravity. It brings out a sense of attention to small details and style. (CITIZEN CALIBRE F)

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A tiny, sparkling chamfer is taken on the top of the lugs. The meticulous finish down to the details exudes a sense of luxury. (CITIZEN JUNIOR)

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It’s hard to notice at a glance, but to make the railroad minute track circle look even a little thinner, the circle is done with standard printing, while the minute track itself is embossed printing. (Kii:)

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The applied index has cuts so fine you can barely see them with the naked eye. A very delicate design. Even if the cuts are almost invisible, thanks to them the delicacy and precision are expressed. (EXCEED GOLD)

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A dial whose simple look is packed with effective details: subdials expressed only with shallow steps, and applied indexes whose small side facets catch a sparkle. (CHRONOGRAPH ALARM)

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By printing on the inside of the domed glass, we achieved a display layout unaffected by the dial’s complex construction. In addition, the shadows cast by the display elements create a sense of depth on the dial. (SATELLITE WAVE)

Striking presence

Create a powerful presence with crisp, essential elements.

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Striking presence

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The reflection from the large chamfer that flows from the case into the leather strap is beautiful. The bold composition of planes is crisp and projects a strong presence. (WORLD TIMER)

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While typical of the era’s simple cases, the lugs are thick and strong. (CHRONOMETER)

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The applied index has a clean, straight form. The chunky, broadly cut shapes create a dial impression with inner strength. (xC)

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Highly legible hands. The bold diamond shape projects a dignified presence. (DRESSEL EXCEED)

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Large indexes give a generous, robust impression. (PROMASTER TOUGH)

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Translating function into form gives a sense of decisiveness. (DEPTH METER)

Harmony of character and comfort

Gently harmonize strong individuality.

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Harmony of character and comfort

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Although it has a slide rule, triple registers, and three LCDs, the overall size is compact, with few lines and soft shaping, so it doesn’t give an overly busy impression. That sense of balance is this model’s character. (PROMASTER NAVIHAWK)

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The outwardly spreading strength of the Roman numerals is softened by the country text, and the milgrain gently wraps it to create a gentle harmony. (xC SAKURA PINK)

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The box-shaped spherical acrylic-style crystal is used effectively; despite the case having planar straight lines, the overall impression is rounded and charming. (CITIZEN CALIBRE K)

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By rounding the edges (R) of the dial opening and the glass, a softer impression is added. (DRESSEL EXCEED)

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The outer diameter of the bezel is not a straight drop from top to bottom; it’s an angled chamfer, adding “softness” within the stack of hard components. (PROMASTER PROFESSIONAL DIVER 1000 M)

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Despite the dial’s straight lines, you can feel softness and friendliness—perhaps thanks to the gentle colors, the font choices, or the comfortable amount of whitespace. (CHRONOGRAPH CHALLENGE TIMER)

Exquisite sense of size

Express the watch’s character through size optimization.

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Exquisite sense of size

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Overall, the “time” is easy to read, and the indexes and hands coordinate in shape and length. (THE CITIZEN CAL. A010)

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The minute hand could have been another 500 μm longer, but they apparently didn’t want it to reach into the minute track. The second hand being exactly halfway between the hour and minute hand in length is an uncommon balance. (ALTERNA Radio-Controlled)

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A slightly long minute track. Its length conveys a relaxed feeling. (xC SAKURA PINK)

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At 12 o’clock, the layout stacks five lines from the top—minute track, “12,” “C,” “CITIZEN,” and “15 JEWELS.” It could easily become noisy, but by tuning the text size and widths, it achieves an exquisite balance with the small seconds circle at 6 o’clock. (CITIZEN CALIBRE K)

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To select models that embody CITIZEN identity, we conducted a company-wide survey and performed quantitative text analysis of the responses. Based on the results, we determined the 12 categories that serve as the final criteria for CITIZEN identity. This can be described as the verbalization of the 'CITIZEN-ness' that has been accumulated as tacit knowledge over more than a century of craftsmanship.

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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.

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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.

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Grammar of Watch Design

While systematizing the 'elements of design,' we realized that there are three unique grammars in CITIZEN's watch design. We consider these to be templates for thinking, essential for practicing 'Designing Emotion.'

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