Citizen has been synonymous with luxury watches for more than a century. When the brand’s first pocket watch was debuted in 1924, the then-mayor of Tokyo named the timepiece the ‘Citizen’, reflecting its democratic mission to make quality watches available to everyone.
Citizen has long been at the forefront of innovation, from shock-resistant designs tested by dropping from helicopters in the fifties to pioneering titanium-cased styles and the world’s first solar-powered watch.
Now, Citizen is celebrating 50 years of its ‘Eco-Drive’ technology with the launch of two new watch collections that showcase the brand's long-standing commitment to sustainable design.
Originally introduced in 1976 with the Crystron Solar Cell, Citizen's technology was developed to harness light as a power source for watches. At a time when solar energy was still considered cutting-edge, the concept offered an alternative to disposable batteries by converting natural and artificial light into energy.
This technology has become one of the defining features of the Japanese watchmaker since it first launched nearly 50 years ago. As sustainability only gets more important to both consumers and companies, Citizen’s solar power source remains as relevant today as when it was debuted.
With evolving technology, the range is even more efficient while retaining its original purpose – creating reliable watches that never require regular battery replacements. To mark the milestone anniversary, here’s everything you need to know about Citizen’s two new Eco-Drive collections: the elegant Fio and the sport-inspired Endeavor Chrono.
Everyday elegance with the Fio
Designed for effortless everyday wear, the new Fio collection blends classic styling with modern versatility. Powered by any light through Citizen's Eco-Drive technology, each watch eliminates the need for battery changes while offering an elevated accessory that can be worn from day to night.
The collection has been created with styling flexibility in mind: wear it alone, stack with bracelets, or pair with other Citizen timepieces for a layered jewellery look.
Available in two statement case shapes, the slim 14 x 31mm elongated rectangular design feels contemporary and cool, while the 18mm round case offers a more classic look. Both styles feature raised mineral crystal glass, a neatly positioned crown and sword-style hands that give the watches a timeless, understated finish.
A sporty new addition
For those looking for something more robust, Citizen has also introduced the Endeavor Chrono, a nautical-inspired chronograph designed to balance performance with everyday style.
Available in three colourways, the 43mm timepiece is powered by Eco-Drive technology, meaning it can run continuously using both natural and artificial light without ever needing a disposable battery.
Built for durability, the Endeavor Chrono features a scratch-resistant sapphire crystal and is water-resistant to 100 metres, making it suitable for swimming and hikes. Its sporty design includes a scalloped-edge, 60-minute unidirectional rotating bezel with a ceramic insert, while the dial is finished with a subtle wave-inspired texture that reflects its maritime influence.
Luminous detailing improves visibility in low-light conditions, while a small date display positioned between the four and five o'clock markers is a practical touch.
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