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

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.