CITIZEN: Basel World 2013 New Watch Report

CITIZEN

Artistic Installations Also a Major Topic

Two Flagship Models Herald the Innovation of 'Promaster'

Since Baselworld in 2009, Citizen has consistently unveiled futuristic watches, the 'Citizen Eco-Drive Concept Model,' where design beauty complements technological prowess. This year, the 'Promaster' sports watch series, born in 1989, evolves with cutting-edge technology and playful design, breathing new life into the collection.

Text & Photographs by SHIBUYA Yasuhito

An Ethereal Installation of Approximately 56,000 Movements

Baselworld 2013 saw a significant renovation of the venue, with the positions, designs, and almost everything about the booths for each brand being renewed. While many brands competed for presence with novel booth designs that made luxurious use of space, Citizen was undoubtedly one of the brands that received the highest acclaim among them. The booth was constantly bustling with visitors throughout the fair, and we frequently observed interviews by local television stations.

The driving force behind this was 'FROZEN TIME,' a beautiful and ethereal installation created by DGT (Dorell.Ghotmeh.Tane / Architects), a renowned architectural artist collective that has won numerous global architecture and design awards. The installation utilized the base plates of approximately 56,000 watch movements.

With an allure that more than compensated for the disadvantage of moving the booth from the prime first-floor location to the second floor, it powerfully promoted Citizen's product policy of 'fusion of technology and beauty.'

PROMASTER Eco-Drive SATELLITE WAVE -AIR

PROMASTER Eco-Drive ALTICHRON -CIRRUS

This year also marked a renewal in how media presentations were conducted, aligning with the venue's changes. Moving away from individual explanations for each media outlet, the company held its first comprehensive presentation. The new models announced were not products with concepts or release dates more than a year away, but rather two new models designated as 'flagship models' with confirmed release dates.

The first is the new 'Promaster Eco-Drive Satellite Wave -Air,' hailed as 'the watch that connects with space at the fastest speed in the world,' equipped with a satellite system that receives time information from artificial satellites. The second is the 'Promaster Eco-Drive Altichron Cirrus,' a revival of the 'Altichron' name, representing one of the iconic models in the 'Promaster' sports watch series that debuted in 1989.

Both are rugged, multi-functional models utilizing Citizen's signature 'Eco-Drive' light-powered quartz system. Like the booth, they are appealing sports watches that evoke a Japanese sense of poetry, revealing their charm the more they are used.

Ryota Aoyagi, President and CEO, stated at the event, 'While watches are industrial products, they are special items that easily evoke personal attachment. As a comprehensive watch manufacturer, we aim to create timepieces that not only excel as products but also embody intelligence, passion, and innovation, pursuing this across all fronts.' He expressed his commitment to an active and multifaceted expansion of the watch business.

Beyond the Promaster models unveiled locally, there is great anticipation for the future evolution of various models, such as the 'Campanola,' which has undergone a concept change, further advancing its design and concepts.