Citizen
Watches
Citizen Eco-Drive is the cornerstone of the entire Citizen Watch brand, demonstrating that there is a demand for high style, technologically advanced, ecologically conscious watches; and proving th...
Citizen Eco-Drive is the cornerstone of the entire Citizen Watch brand, demonstrating that there is a demand for high style, technologically advanced, ecologically conscious watches; and proving that advanced design and sustainability can co-exist. “Our customers demand world class design and cutting edge technological innovation,” said Jeffrey Cohen, President, Citizen Watch Company of America. “We are pleased that we are able to provide the watches they want with the powerful benefit of environmental sustainability,” he added. The green technology of Citizen Eco-Drive watches is designed to provide the wearer a lifetime of use while having minimal impact on the environment. The entire Citizen Eco-Drive collection features a permanently rechargeable lithium-ion cell and a seamless process. Light from natural and artificial sources, both direct and ambient, passes through the dial to a solar panel that converts it into energy. A highly efficient IC chip then decides whether to use the energy or store it in the rechargeable lithium-ion cell for future use. Depending upon the model, this cell can hold the charge for anywhere from 6 months to 4 years without requiring additional exposure to light. Since a Citizen Eco-Drive watch does not require a battery replacement, there is no need to worry about the disposal of batteries which, when improperly discarded, may leach hazardous chemicals into landfills. At its most basic level, Citizen Eco-Drive is a stylish accessory that relies on the renewable energy of light. “Over the years, we have refined the technology and continued to introduce sophisticated new designs, making it so efficient that many wearers don’t even know that their elegant watch is an environmentally conscious product,” Cohen said. “Furthermore, we’re proud to say that the construction of the Citizen Eco-Drive watch has prevented the need for, and subsequent disposal of, more than 10 million watch batteries in North America over the past decade,” he continued.Brand Details
Brand Strategy
Market segment
Premium
Core business
Watches
Targets
Men, Women
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