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Citizen Launches New Purposeful Power Campaign to Shine A Light And Bring Change

The campaign has consumers and Eco-Drive at its focal point.

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Limited Edition Navihawk and packaging AT8225-51L
Limited Edition Navihawk and packaging AT8225-51L

(PRESS RELEASE)NEW YORK — Citizen, known the world over for its uncompromising values: technical precision, innovative mindset, quality craftsmanship and design excellence; reminds consumers this week of its core values in a new brand campaign: “Purposeful Power.”

The campaign has consumers and Eco-Drive at its focal point. The brand is asking its consumers to challenge themselves and think about power differently. Invented over 45 years ago, Citizen’s proprietary Eco-Drive is the light-powered, eco-mindful technology that eliminates the need for watch battery replacement and at the heart of almost all of Citizen’s timepieces. Purposeful Power is now shining a light on the values-based connection the brand strives to create with consumers.

As part of the campaign rollout and in partnership with 1% for the Planet and Everybody Solar, Citizen is encouraging consumers to share their purpose and light inspired moments. For every #mylight moment shared to @citizenwatchesus, Citizen will donate $5 to Everybody Solar towards the goal of 100% funding of a Spring 2022 solar installation project. This would be the second joint project between Citizen and Everybody Solar. In recent months, Citizen’s donations helped complete the new 35 kilowatt (kW) solar array at Glacier National Park’s headquarters.

“Our message of Purposeful Power is aspirational so as to reflect the desire of both the Citizen brand and our consumers to treat the planet, and those around us, with respect and to make a positive contribution to the world,” says Jeffrey Cohen, President of Citizen Watch America. “We are pleased to share our new campaign with citizens everywhere and remind consumers that Citizen is purposefully powered beyond the technology that powers our watches.”

In addition, Citizen is engaging an army of influencers such as sustainable stylist Cassandra Dittmer, professional basketball player CJ McCollum and Emmy-nominated Unchartered Waters host Peter Miller to support them in highlighting the importance of Purposeful Power. They will also be continuing to work with 60SecondDocs to profile lives of everyday people changing the world in extraordinary ways. Recent docs have featured fashion eco-brand designer Gina Stovall, creative conservationist Asher Jay and sustainable designer/architect Alejandro D’Acosta.

Purposeful Power will be promoted nationwide through a blitz of broadcast, print, outdoor, digital and social media advertising. Media outlets include New York Times, Hulu, CBS, YouTube, Time, USA Today, Apple News, GQ, InStyle and Men’s Health.

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In conjunction with the campaign launch, Citizen is releasing a pilot’s watch from its Promaster series: the Limited Edition Navihawk. Powered by Eco-drive, the timepiece boasts an array of purposeful specifications that are key to a watch of this caliber. It is available in bold black ion-plated stainless-steel with a cobalt blue dial and bright orange accents. The watch includes not only synchronized Atomic Timekeeping technology, keeping accurate time in 26 time zones, but also a chronograph, perpetual calendar, 12/24-hour time, power reserve indicator and day/date.

This watch is limited to 1,500 pieces worldwide and comes with special packaging that features a working Citizen clock that matches the timepiece. It has a retail price of $850 and is part of a larger collection of new Navihawk timepieces for 2021.

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