CITIZEN, a watchmaker with a century-long history, has been at the forefront of innovation and technology in the industry. The brand is committed to excellence and creativity while deeply valuing craftsmanship. CITIZEN's philosophy revolves around the idea of 'Better Starts Now,' encouraging the pursuit of goals that enhance our lives. In line with their values, CITIZEN collaborates with organizations and individuals who reflect the brand's principles. This includes partnerships with the Citizen Naismith Trophy, National Merit Scholarship, and Good360. By aligning themselves with such entities, CITIZEN aims to contribute to positive change and ongoing evolution within their craft. As a 'citizen of the world,' CITIZEN recognizes the responsibility to help foster a positive impact and promote continual development. For over 40 years, their Eco-Drive technology has been a prime example of this commitment. Eco-Drive revolutionizes the concept of watch power by harnessing light energy from any natural or artificial light source and converting it into usable energy. This innovative approach eliminates the need for traditional watch batteries, reducing waste and contributing to a cleaner environment. CITIZEN's dedication to sustainable practices and their use of renewable natural resources showcases their commitment to making a positive difference. By embracing Eco-Drive technology, the brand demonstrates a forward-thinking approach to watchmaking and a genuine concern for the world we live in. Overall, CITIZEN's century-long legacy, focus on innovation, and dedication to craftsmanship have solidified their position as a pioneer in the watchmaking industry. Their 'Better Starts Now' philosophy, alignment with impactful organizations, and commitment to sustainability through Eco-Drive technology exemplify their mission to contribute to a better world.