Citizen narrates the Power of Light

Swiss watchmaker presents its new ad campaign featuring real people.
Citizen Watch Company of America has just introduced its innovative ad campaign highlighting Citizen's patented technology that powers every Citizen Eco-Drive watch with light, any light – artificial or natural, and constantly utilizes light to recharge for the whole existence of the watch. This light-focused campaign takes a fresh approach, highlighting striking, realistic imagery and genuine individuals who are closely aligned to the Citizen brand in their passions, life decisions and their work.

Clint Harp, a carpenter and furniture artisan included on HGTV's Fixer Upper uses recycled or recovered wood for the furniture he creates. He shares with Citizen his dedication to the earth and his green lifestyle echoes the Citizen brand recommendation, where light fueled watches eliminate the need to replace watch batteries and thus diminish our carbon footprint. Chloe Coscarelli, is an award winning veggie lover gourmet specialist and cookbook writer who enlivens the statement of purpose for the Citizen L Ladies' Collection: "Brave is Beautiful. Settling on the right decisions is in your nature. You care about something that is greater than yourself. That is the thing that drives your reality." Chloe has an empowering, inspiring commitment to animal-free cooking that she joins with decadently delicious recipes and lovely presentations. Her lifestyle ideally aligns with the Citizen L Ladies' Collection timepieces, which join the practicality of innovative craftsmanship with the luxury of outstandingly wonderful design.

Citizen joined forces with Style Coalition, a main influencer and marketing platform to discover the faces of this new campaign.. Jeffrey Cohen, President of Citizen Watch Company of America said, "Our new campaign draws important focus to our strong, consistent leadership in both technological advancements and innovative design, as embodied in our latest introduction in honor of the 40th anniversary of Eco-Drive technology: Eco-Drive One, the world's thinnest light-powered watch. The ads' powerfully bold imagery and clean-lined style reflect the new look of Citizen as exemplified in our installations at Basel and Milan Design Week, our flagship store in Times Square and our new corporate offices in New York City. It not only reinforces the importance of light powered technology, but also our position as industry leaders."

Ellen Seckler, Executive Vice President of Marketing for Citizen Watch Company of America further explained, "We listened very closely to the needs and preferences of the consumer. Both qualitative and quantitative research revealed that today's consumer wanted to see people in our ads that reflect the values of our brand, and most importantly, they wanted to see people much like themselves who reflect the accessibility of our product offerings. This campaign is true to our founding leaders' vision that CITIZEN should be an inclusive brand in both styling and price points so that all citizens throughout the world could enjoy our timepieces."

The ad campaign debuts this fall and will be featured on broadcast outlets including Fox NFL, HGTV and Univision; as well print and digital advertising in fashion, sports and lifestyle categories with related programmatic video and mobile advertising.

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