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

Citizen, a Japanese watch brand founded in 1930, has long been known for its commitment to craftsmanship, creativity, and technological innovation. At the heart of the brand's ethos is a deep respect for horology and a sense of responsibility to positively shape the world around them.

One of Citizen's most notable achievements was the development of Eco-Drive technology, a groundbreaking innovation that allows its watches to be powered by light, eliminating the need for traditional batteries. Introduced in 1995, this pioneering technology democratized access to high-quality timepieces, making them accessible to people around the globe, regardless of the availability of specialist batteries.

Citizen's latest offering, the Avion, is a testament to the brand's design prowess and engineering expertise. This vintage-inspired men's luxury timepiece features a stainless-steel case, a charcoal grey dial, and a rich brown leather strap with contrast stitching – design cues that evoke the golden age of transatlantic travel in the 1950s. The Avion is equipped with Citizen's renowned Eco-Drive technology, ensuring that it never needs a battery and is water-resistant up to 100 meters. Additionally, the timepiece boasts luminous hands and markers, as well as a classic day/date function.

Citizen's commitment to craftsmanship and innovation extends beyond the Avion. As a true manufacture d'horlogerie, the brand integrates a comprehensive manufacturing process, from creating individual components to the final assembly of each watch. This artisanal approach to watchmaking, combined with a relentless drive to push the boundaries of technology, has enabled Citizen to consistently deliver products that blend cutting-edge advancements with timeless design.

In 2022, Citizen launched a new global campaign, "Better Starts Now," in collaboration with the renowned advertising agency Wieden+Kennedy. This campaign reflects the brand's belief that no matter who you are or what you do, there is always an opportunity to make something better, and that the time to start is now. This philosophy aligns with Citizen's long-standing commitment to fostering a culture of positive change and ongoing evolution through its craft.

As a "citizen" of the world, Citizen recognizes its responsibility to cultivate a more sustainable and equitable future. By harnessing the power of technology and design, the brand aims to inspire people to strive for their best, always seeking to improve the present and embrace the infinite possibilities of the future.

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