Citizen Men's Eco-Drive Avion Watch with Leather Strap

CITIZEN, a renowned Japanese watchmaking brand, has been promoting a multicultural mindset that fosters excellence and creativity since its establishment in 1930. The brand's name conveys a deep respect for craftsmanship and is considered familiar by citizens worldwide. As a "citizen" of the world, CITIZEN bears the responsibility of cultivating a culture of positive change and ongoing evolution through its craft, a mission it takes seriously while welcoming the future.

As a true manufacture d'horlogerie, CITIZEN integrates a comprehensive manufacturing process, from creating individual components to a watch's final assembly. This artisan's approach to watchmaking is based on pushing the boundaries of technology and leveraging experience to explore new possibilities. One pivotal technological breakthrough was the development of a light-driven watch, which CITIZEN pioneered well ahead of other watch manufacturers as early as 1976, leading to the launch of the acclaimed Eco-Drive in 1995.

Powered by electrical energy converted from virtually any light source, Eco-Drive eliminated the need to replace batteries, making it especially beneficial in areas where such specialist batteries were not readily available. This innovation leveled the field, allowing citizens of virtually every country to experience the unrestricted joy of wearing and using a CITIZEN watch.

CITIZEN's product development policy, "The Fusion of Technology and Beauty," remains a constant motivation to merge cutting-edge technology with the perfection of design beauty, inspiring people to strive to be their best at any time. This philosophy is embodied in the brand's new campaign, "Better Starts Now," launched in collaboration with Wieden+Kennedy.

The "Better Starts Now" belief is that no matter who you are or what you do, it is always possible to make something better, and now is the time to start doing it. CITIZEN believes that better and now are both infinite, and there is always a next "better" and a new "now" in which improvement can be pursued. To communicate this philosophy to the world, CITIZEN has created a new global brand movie, brand identity, and brand website representing its "Better Starts Now" philosophy.

CITIZEN's men's luxury timepieces feature technical advancements and a sporty style, including a 3-hand, date silver-tone stainless steel design with luminous hands and a mineral crystal. Powered by the brand's Eco-Drive technology, the watches are never in need of a battery and are water-resistant up to 100 meters, with a 5-year limited warranty. The Avion model, inspired by the golden age of transatlantic flights in the 1950s, boasts a rich brown leather strap with contrast stitching, luminous markers, and a classic day/date function in a stainless steel case with a charcoal grey dial.

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