KIH's visit to Citizen's Design Center in Tokyo offers a fascinating exploration into the brand's innovative spirit and design philosophy. This report highlights how Citizen is pushing boundaries with concept models that integrate solar technology in novel ways, making Japanese watches both fun and technologically advanced.
I had an opportunity to visit Citizen's Design Center in Tokyo, thanks to the introduction by Ms. Kayama - Editor in Chief, World Wrist Watch magazine. Not a huge establishment, but very open, comfortable space in the center of Tokyo.
There are reasons why this is called "Design Studio" - the ceiling of the stairs.
Very open and free space.
Displays the main models designed here...
1. Concept Models in the past and Innovation hidden in them. First the PR person showed me Citizen's Concept Models in the past which were all introduced at the Basel back then. Those concept models were sold to the public later (some are still waiting to be launched). Will touch upon these Concept Watches in connection to Citizen's technological innovation at the later chapter.
The past Concept Models + the newest creation
- Eco-Drive Dome (Concept Model 2009) Eco-Drive, Radio wave adjustable, World time, Chronograph. Launched 6/2010 LE of 500 (Sold Out)
- Eco-Drive Ring (Concept Model 2009) Eco-Drive, but the flexible solar panel is on the SIDE of the watch case, so dial can be more playful than ever. Launched 2/2012 LE of 250 (Sold Out)
The solar panel on the case side.
LE of 250 - sold out.
- Eco-Drive Vitro (Concept Model 2009) Eco-Drive. Now where is the solar panel? It is IN THE GLASS. This is innovative. Also notice there is no crown as the time adjustment is done by radio wave. Launch date - TBD
- Eco-Drive Loop (Concept Model 2009) Eco-Drive. the second hand is made like "loop", thus the name. Looks similar to "Vitro" above, but the solar panel is Flexible Solar on the side of the inner dial (the side of the diamond surrounded inner dial). Launch date - TBD.
- Eco-Drive Satellite Wave (announced at Basel 2011, launched 9/2011 LE of 990, sold out even before the delivery, so the media exposure was relatively low) The first watch which adjust the time based on the time-telling signal from the satellites. It automatically detects the sun light and then try to grab the signal and self-adjust, so no need to press the button to adjust each time (you can do that, too, though). A bit big and thick, but on the wrist, very playful color combo and doesn't wear as big as the spec says.
LE of 990 and sold out even before delivery began....
2. Eco-Drive Proximity for iPhone 4s/ 5 - to be launched in coming November in US, UK, and Canada only first - lucky you, those who are in these regions!
Now some may already know the existence of this one (there are a few blogs and Watchtime had an article on this recently), but I bet not many has actually seen or handled it. This "watch" is actually not really a "watch" in the conventional meaning. It is the Bluetooth equipment which is synced with your iPhone (4s and 5) - so, basically it is the same accuracy as the GPS watch. In short, when you travel overseas in the different time zone, you land and get out of the plane, turn on your iPhone, then your watch will automatically shows the exact time of where you are. Very simple.
Made with steel. There are blue/ black and green/ black. Lumi on the tips of the hands and index.
Two buttons which also functions as chronographs when in CHR mode.
46mm. But I am okay with this.
The straps are calf + urethane. The other side (wrist side) is synthetic leather - very comfortable to wear.
This combo may change the definition of "watch"
You would need a special APP on your iPhone to operate and sync with it.
The dial on the 2 o'clock shows Power Reserve and Day, also works as the minute counter when in Chrono mode.
When the link is severed, the "second hand" points "LL=Link Loss" and the "small second" dial shows "PR" which is Pairing, and the 2 o'clock subdial shows "OFF".
The 8 o'clock "ACT" means Activate where the watch is trying to link with its partner iPhone in the cases it has lost link.
The dial on the 6 o'clock is the function dial operated by the crown. Note that the crown has nothing to do with the hour/ minutes hands adjustment. This "equipment" can be chronograph, double time watch, change the 2 o'clock dial from power reserve to day (they call the function "Calender=CAL", etc. PR here means "Pairing", "CT" (hidden by the hands in the photo below) means "Connect", "DCT" means "Disconnect", L-TM for "Local Time", "TIME" for the normal time showing mode, "CHR" for making it a chronograph. "0" does Zero reset when the hands should show some "error".
Overall,with MSRP USD495, no battery change forever, I would really love to try this one. I wish I had plan to go to US in or after November..... Or ask someone to get one and come over here.....
PPro: Seiko is launching its GPS watch this year and you did it last year. What do you compare those two?
Citizen: We don't have any comments on Seiko's as we don't have much information about it. The last year's novelty Eco-Drive Satellite Wave of ours was LE and sold out long before delivery started. It automatically detects sun light and then seek the satellite signals. We think that such sense of "connection to the space" attracted such huge popularity. Of course Satellite Wave cannot be used underground or inside the building, but this Bluetooth Eco-Drive Proximity can as long as the cell phone or mobile phone signal can reach the iPhones.
The dial on 10 o'clock shows 24 hours. Also, some of the minute index shows certain things, too. "Mail", "Call", shown here.... Mail and Call tells you when they come in and the watch lets you know by the "second hand" as well as Vibration. This will be extremely convenient if you put your iPhone in the bag and couldn't hear or notice an important call comes in.
Citizen: One of our future goals is to make this smaller and elegant for ladies. Because ladies tend to put their iPhones in their bags and very often wouldn't hear it and pick up, on purpose or not. So, if we can make this small enough, then this will benefit women iPhone uses a lot. The project to make smaller version is just a matter of time, we believe.
Now the video for its demonstration (the World Premier!) - simulated when you land in Hong Kong from Tokyo, got out of the airplane and turn on your iPhone. No button push is necessary.
3. Behind the Scene story of the "Eco-Drive Proximity" According to Citizen (PR and Product Planning people who gathered for me), the concept started in 2005 when the Bluetooth Standard Conference started for the new standard and Citizen participated from the beginning. That was the official start of their project on this.
Citizen: This is a logical step for us. We introduced Satellite Wave watch last year. There have been bluetooth watches (inked to cell phones) in the past from us, but all didn't like a normal watch while this new one is made look like a watch and that is the whole difference. why did we design this? We wanted the younger generation to know more about Citizen. The reason why we start from US, UK, and Canada is that in those regions, more younger generation use iPhone. In time, we will launch in Japan, of course.
PPro: With this technology in this smallish package and priced at $495 - is this going to make money?
Citizen: Hardly, or may not at all. But we are fully aware of it and decided that it would be important to increase the fan of Citizen brand and have more people recognize Citizen's technology and innovation.
PPro: What about the other smart phones? Being developed as well?
Citizen: Good question. We will think about it if we hear lots of those voices wanting Eco-Drive Proximity for other than iPhones.
PPro: Tell us what was the most difficult or toughest parts in the development process
Citizen: Well, there were many, but the most difficult task was to make it work as Eco-Drive. The more function we want it to have, the more power is needed. So, how to make it low power consumption, more efficient was the hardest task. As you can guess, analog watch requires torque to move the hands, for example. We are aware that there are bluetooth watches from other brands, but the originality of Eco-Drive Proximity is that it utilizes Citizen's basic technology - Eco-Drive which requires no battery change, that it is an analog watch, and that it is not only a communication equipment but also it can be a standalone watch. The development started from the base line of being a "Eco-Drive" watch.
4. Citizen's Innovations PPro: Let me step back a bit. when and why did you start the project to make this watch?
Citizen: When we thought of the brand strategy, we think of THREE key elements based on the technology. The first one is Acccurcy - Radio Wave, Satellite Wave are the ultimate source of the accurate watches. The second is Energy - how to make our Eco-Drive more efficient. We can now use lights other than the sun, such as flourescent light, then we hid the solar panel beneath the dial so that we could make more playful dials, and then we put the solar panel on the side of the watch so that we could make the dial not affected by the presence of the solar panel. And the last one is Aesthetic. How beautiful we can make it look so the owner can enjoy wearing everyday. One innovation on "Aesthetic" is this - the glass became the transparent (to human eyes) solar panel. These are the steps we took in the Concept Models we have introduced in the last few years Basel. Most of these Concept Models made it to the market and they quickly sold out .
These concept models (PPro: please see the first chapter of this post for more of the actual photos ) evolution are easy to understand if you imagine the Eco-Drive powered houses. There are houses with solar panels on the roof. It could be underneath the roof. And the solar panels can be put in the pillars or columns, and even in the windows, Of course, how much power those "low profile=invisible" solar panels can generate is the different question, but we would like to use these innovations in more ways than just watches.
Transparent solar panels:
The latest Concept Models introduced at this year's Basel show the time with lights. This one absorbs lights, and then shows the time with lights. And another one is for ladies with 60 diamonds as the minute track and instead of the second hand, the light through the diamonds circles around the watch. Very interesting watch for ladies. Of course both are Eco-Drive and no battery change is necessary.
Absorbs light and show the time with lights
60 diamonds lit goes around just like the second hand.
And this is our latest model - Eco-Drive Eyes. The dial is ceramic. This was made possible as the innovation made the solar panel so sensitive to the light that it works with the lights that go through the dial. The shadow by the index and subdials makes interesting contrast.
So, these are our steps of innovations to make Japanese watches more fun.
PPro: Thank you so much for your time. I think I learned a lot about your brand today.
I believe this approach of Citizen makes a lot of sense for today's techie generation. It is almost as accurate as Radio Wave or Satellite Wave watches, but is adjusted instantly quick. And the price point is very aggressive and the look is very fashionable. Also, I personally would like to keep my eyes on the development on their mechanical watches with LJP purchase, too.
================================================================ Special thanks to:
Mr. Kyosuke Hiramatsu - Brand PR/ Products Planning Mr. Toru Inagaki - Manager, Global Brand PR Planning Ms. Kumi Kinoshita - Brand PR Planning and, Ms. Tomoko Kayama - Editor in Chief, World Wrist Watch magazine
Thanks!
Ken
This message has been edited by KIH on 2012-10-10 03:52:37 This message has been edited by AndrewD on 2012-10-11 17:03:02
Key Points from the Discussion
Citizen's concept watches, such as the Eco-Drive Vitro, demonstrate innovative solar panel integration directly into the watch glass, eliminating the need for a traditional crown by using radio wave time adjustment.
The Eco-Drive Ring concept features flexible solar panels on the side of the watch case, allowing for more playful and unencumbered dial designs.
The Eco-Drive Satellite Wave was the first watch to adjust time based on satellite signals, automatically detecting sunlight to self-adjust, though its initial limited release meant lower media exposure.
The design studio's open and vibrant atmosphere in a fashionable Tokyo district aims to attract talent and foster creativity, indicating Citizen's commitment to design as a primary interface with the user.
Despite being an underestimated brand, Citizen is recognized as a big innovative house that needs more international exposure to improve perception, especially after acquiring brands like JLP and Arnold & Son.
The Eco-Drive Eyes concept, with its unique aesthetic, is particularly noted for its potential appeal to women.
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The Discussion
DX
dxboon
Oct 8, 2012
...that weird Eco Drive Eyes watch! What a cool looking piece! You know, I think that concept could do very well with women! Great report, Ken! I really love Japanese watches, so I appreciate you giving us the inside view of this brand. Cheers, Daos
KI
KIH
Oct 8, 2012
.. underestimated brand. The atmosphere at the design studio was very vibrant and energetic. I would expect a lot from them going forward. Besides, I would like to try that Proximity watch (yes, I now have iPhone) badly.... but they don't tell us when it will be available in Japan..... I envy you in US, UK, and Canada!! Ken
FL
flamenco
Oct 9, 2012
will go very well with the love of my life ! looks great in photos, have to see it in the flesh. Thanks for the comprehensive report.
FE
fernando
Oct 9, 2012
at 46mm looks on your wrist Ken - not overly large. I know we have similar wrist size and I'm also surprised how the new Seiko Astron fits me. I'm giving it some serious thought as well. :) Thanks for the report. fernando
CA
cazalea
Oct 9, 2012
And I'm sure I know someone who could track down a watch for you. Will they be available through retailers? By mail, website, preorder or just chance? Thanks. Mike aka Cazalea
MA
Marcus Hanke
Oct 9, 2012
Thank you so much for taking us with you! Despite design being the primary interface between watch (or any other product) and its user/owner, it is mostly neglected in the discussions. Present it is only when it is criticized, but even then there is no debate on what makes a watch design "good" or "bad" in general terms. I thoroughly enjoyed your report on the excursion to the "design production center"! Regards, Marcus
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