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.

Unshakable Core
Express the skeletal beauty through simplicity and sharpness.

Outstanding balance
Combine contrasting styles to create an excellent sense of balance.

Functional excellence with class
Imbue instrument-grade functionality with elegance and luxury.

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

Devotion down to the minutiae
Make the meticulous attention packed into the details the hidden seasoning of the model.

Striking presence
Create a powerful presence with crisp, essential elements.

Harmony of character and comfort
Gently harmonize strong individuality.

Exquisite sense of size
Express the watch’s character through size optimization.

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12 Categories of CITIZEN Identity
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.

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.

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.
