Classic Gold-Tone Citizen Quartz Men's Watch (Model: BI5012-53E)

The Citizen quartz men's watch features a gold-tone stainless steel case and bracelet, a black dial, and a basic 3-hand display. Crafted with a mineral crystal, this timepiece embodies Citizen's commitment to fusing cutting-edge technology and design excellence.

Originated in Japan in 1930, the Citizen brand has long promoted a multicultural mindset that fosters creativity and quality craftsmanship. The name "Citizen" itself conveys a deep respect for artisanship and a sense of global community. As responsible "citizens of the world," Citizen strives to cultivate a culture of positive change and ongoing innovation through their products.

As a true manufacture d'horlogerie, Citizen integrates a comprehensive manufacturing process – from individual component creation to final assembly. This artisanal approach pushes the boundaries of watchmaking technology while leveraging Citizen's extensive experience to explore new possibilities.

One of Citizen's pivotal innovations was the development of the light-driven Eco-Drive technology as early as 1976, leading to the acclaimed launch of Eco-Drive watches in 1995. By harnessing power converted from virtually any light source, Eco-Drive revolutionized how watches could be powered, eliminating the need for battery replacements. This breakthrough democratized access to high-quality, maintenance-free timepieces for citizens around the world.

Citizen's product development philosophy, "The Fusion of Technology and Beauty," remains a constant driver to merge cutting-edge technology with design perfection. This inspires people to strive for their best, empowered by Citizen's innovations.

In a new collaboration with Wieden+Kennedy, Citizen has launched the "Better Starts Now" campaign. This campaign embodies the belief that it is always possible to make something better, and that the time to start is now. Citizen is dedicated to this ideal, focusing not on the past but on the present and all the ways it can be continuously improved. To communicate this vision, Citizen has created a new global brand movie, identity, and website that represent the "Better Starts Now" philosophy.

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