Citizens Watch Number One For A Reason

The Japanese watch revolution in the United States started back in the 1960's as soldiers returned from the Vietnam War. However, the current leader of sales, Citizen, actually started during the 1920's as a company that was interested in introducing a product that all people could afford and benefit from. The quality and elegance of mens Citizen watches has become the leader of all Japanese watches and today is still striving to stay the leader.

During the early days, Citizen developed a line of low to middle priced watches to compete with the US giants Bulova and Timex. Competing with another Japanese company named Seiko, the competition for the consumer interest was high, with Seiko winning the early battles. Although they were the first Japanese company to introduce a shock resistant watch, they had difficulties in taking market share from their competition.

Unlike the competition, Citizen decided to take a different approach to gain market share. They built strategic relationships with some of the largest retailers and in essence bought shelf space. This tactic had never been employed to this degree, but the ongoing support they offered to their partners started to impact the sales of their competition, while gaining more of a market share.

For almost two years, the ads did not show any pictures of their products. They had an impressive series of ads that compared the accuracy of a Citizen time piece to the Atomic Clock in Boulder, Colorado. They promoted the durability and compared their watches to Big Ben. All this while still only discussing features of watches, not promoting a specific style. This concept created a nationwide buzz around the products and slowly they caught and overtook Seiko and the number one position in the United States.

With a continued focus on quality, innovation and technology, Citizen maintained their reputation. Early into the new century they introduced the thinnest light powered watch in the world. It combined two features heretofore never employed in any watch. The products were less than 4.5 millimeters thick and used the sun to power the movement. Again, the technological advances invigorated a slowing watch market.

This timepiece was less than 4.5 millimeters thick and was powered by the sun. These two ideas created a new buzz in a softening watch market. Their continued interest in creating high tech, quality products gave them a new strength and even more market share. The watch industry had been struggling with the massive amount of inexpensive imports using quartz technology. There was truly a need for new and exciting technology.

Even with soft economic conditions around the world, Citizen customers seldom divert to a lower priced product. Their quality and consistent performance has established them as the top Japanese manufacture of time products. And even though most people are only familiar with their time pieces, this only makes up about 40% of their sales. Their diverse product lines encompass not only watches, but jewelry, clocks, eyeglass frames and health care products.

As we continue to move through the new century, Citizen continues to strive to improve with excellence being their motivation and quality being their company mantra. They are consistent with their marketing and relationships and continue to be the Citizen that the early mayor of Tokyo desired, as Citizen products are worn and used throughout the world. You will love wearing these mens wristwatch.