Brands: Citizen

These are mere random thoughts on watch brands which I am writing purely from my experience and perspective, which is no doubt different from yours. Feel free to add your thoughts if you think I am talking nonsense.

Citizen is largely ignored in watch circles and I think I know why. Take a look on the High Street and Citizen is everywhere selling watches from £70 to +£1,000 and in a variety of styles using varying functionality. They watches are very well made, they very rarely have any faults at all and they will work for many years to come.

If you consider some of the models, the tougher ones, and the price you pay you are getting a huge bargain almost every time. The problem is that the brand almost offers too many variations and within these are very few models that will stand out within the Citizen sections let alone against the competing brands.

I have owned a few Citizen watches to date, probably 10 of more, and not once have I felt disappointed. They are deadly accurate, require zero maintenance and are attractive on the wrist. There must, however, be a reason why I do not own any today and I think that is because they lack personality. They do not offer a sense of vintage tool watch yet they are tools in the most clinical way. It feels as if they have been designed to do a job well and that this has been pulled off to perfection, but along the way no one thought about the fact there is a human on the other end of the experience.

It frustrates me a little because the brand has so much money, so much clout and so many options to dominate the budget end and potentially even parts of the higher end (see the Citizen Caliber 0100 as an example). I would argue that Citizen is one of the best watch brands in the world, but for some reason it doesn’t want to play in the same way the others do. This to me is a real shame, but it’s not as if the company is struggling so I suspect they know a lot more than me.



Categories: Articles, Thoughts

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