Matthew Miller
Jul 24, 2014

Citizen Watch debuts new global theme: 'Better starts now'

JAPAN - Citizen Watch today rolls out what it calls its first global brand statement, which communicates the company's core belief that "it's always possible to make something better, and now is the time to start doing it".

To illustrate this dedication to unending improvement, the company has posted a 90-second brand film (above). Created with Wieden+Kennedy Tokyo and Amsterdam, it focuses on a work table viewed from above as engineers achieve several innovative milestones over the brand's 84-year history. 

“Better and now are both infinite," said Michael Farr, executive creative director at Wieden+Kennedy Tokyo. "There is always a next ‘better’ and a new ‘now’ in which you can start pursuing it."

Dutch filmmaker Johan Kramer used period-accurate cameras to film each of the segments, including a hand-cranked 35mm camera from the 1930s and a 1980s VHS camera. Each segment also ends with a delightful true-to-the-era 'The End' graphic. 

The film play in stores around the world, including a new flagship in New York City's Times Square, which is slated to open in November. The theme will also be featured at sporting events the brand sponsors, including the US Open tennis tournament and the World Figure Skating Championships.


Related Articles

Just Published

18 hours ago

Tech Bites: Week of October 3, 2022

News from Maxis, Twilio, Dentsu and more.

18 hours ago

Coca-Cola sponsors COP27: Buying its way into ESG ...

SOUNDING BOARD: By cashing in on Coca-Cola's cheque, is COP27 inviting conversation and giving an opportunity for reflection or is the climate change summit becoming a part of the greenwashing problem?

18 hours ago

Women to Watch 2022: Haylie Craig, Colenso BBDO

As a seasoned creative, Craig is a fierce advocate for bold, inclusive work for the betterment of others—particularly those in the queer community.

23 hours ago

Cadbury Celebrations illuminates a hawker's Diwali

Watch the film conceptualised by Ogilvy here.