For the 2023 competition, we asked for designs that would become a new turning point, creating a significant difference before and after their appearance. The theme was “Designing the 101st Watch.” Before explaining the meaning of “101st,” let me first introduce the Design Source Project.
A project to explore the essence of 'CITIZEN-ness'
For a detailed introduction, please refer to the linked article, but in short, this is an attempt to explore the “CITIZEN-ness” that has been accumulated as tacit knowledge. By verbalizing the CITIZEN-ness found in past models, the goal is to extract a kind of “secret sauce” that can be applied to future designs. As part of this process, we selected 100 outstanding watches from about 6,000 stored in-house.
The selection criteria were: 1) Does it have CITIZEN-ness? 2) Does it have a high level of design perfection? 3) Does it have elements we want to reference in modern times? The model must meet all three.
The selected 100 models were verbalized through meticulous research by designers. The insights gained were then consolidated and patterned as a “design language.”
Evaluation Criteria for the Competition
The theme of the “101st” means a watch that stands alongside the 100 representative CITIZEN models. Since we are choosing the 101st, the evaluation criteria for the design competition should be the same as those for the 100 models. However, when the 100 models were selected, “CITIZEN-ness” was not strictly defined, and the standard was whether many employees intuitively felt it was CITIZEN-like. Later, through detailed analysis and systematization of the selected models, it was concluded that CITIZEN-like design is one that stirs the emotions of the user—in other words, “Designing Emotion.” Therefore, the competition criteria were updated.
Similarly, for “design perfection,” we replaced it with the “Eight Principles of CITIZEN Design Essence,” which were extracted from the analysis as the fundamental forms underlying CITIZEN models.
Regarding “elements to reference in modern times,” since this was an expression intended for selecting past models, we rephrased it for the future as “a watch with elements that will influence later models, in terms of form, structure, materials, technology, philosophy, or craftsmanship.”
Below are the final theme and selection criteria.
Theme
Designing the 101st Watch.
A proposal for a watch that incorporates Designing Emotion into the process, captures the essence of CITIZEN design, and has elements that will influence future models.
Participating designers worked on their creations in between their regular duties and under time constraints, but in the end, 17 works were submitted. Right before the deadline, there is always a sense of excitement and unity, much like a graduation project. Afterwards, presentations are held at a venue where designers, planners, PR, and developers gather, with each person given seven minutes to present. The outputs vary—CG, animation, 3D-printed mockups, and more. Some even included making-of videos in their presentations. Based on the three selection criteria, voting was conducted, and seven works were chosen to proceed to prototype production.
Study Models
Each selected work not only achieved a level of completion beyond that of a prototype, but also included unprecedentedly creative proposals. Here, we introduce the seven study models.
PROMASTER E210 RACING CONCEPT
A model that incorporates the unique density, precision, and tension of machines such as racing cars and motorcycles into a watch. The emotion of “pride” is the starting point of the design. The Cal.E210 movement it houses was designed in 2004 based on the philosophy of “a quartz movement with functions surpassing mechanical chronographs,” and is a movement born from the pride of engineers. By intentionally using a movement developed 20 years ago, the “pride” of the engineers has been revived in the present day.
Read the product story of “PROMASTER E210 RACING CONCEPT”
CQ CUSTOM
In this VUCA era—marked by globalization, the maturation of the information society, pandemics, and conflicts—where the future is uncertain and difficult to predict, this watch serves as a survival tool to help you maintain your own “strength” to live through the present. It is a CITIZEN-like model that harmonizes the seemingly contradictory styles of “strength and charm” in a unique balance.
Read the product story of “CQ CUSTOM”
KINDER TIME
A watch that fits into daily life and becomes more beloved the more you use it, suitable for everyone from children to adults. The KINDER TIME, released by CITIZEN in the 1960s, was a groundbreaking watch that supported children. It was born from the idea that “even small children can easily read it.” Inspired by that KINDER TIME, we created a watch for a wide range of generations, from children to adults. Rather than assuming children’s watches must be colorful or cute, we pursued a design that even adults would want to use.
Read the product story of “KINDER TIME”
Hand to Hand
A watch that inspires the desire to cherish and use it even if it needs repair—a watch that can be “repolished.” By making the lugs detachable for easier polishing, a watch with a simple, warm, rounded form was born. The white mother-of-pearl dial is adorned with decorations that convey a sense of care, giving a gentle impression that makes you want to keep it close. This is a proposal for “Designing Emotion” that deepens affection as you share history together.
Read the product story of “Hand to Hand”
RD-8
A CITIZEN-like model with a primitive outline yet playful details packed into the design. The customizable armor parts have large blank spaces, used as canvases for graphical placement of logos and nameplates. It is a watch of the future that, although never seen before, evokes a sense of nostalgia.
Read the product story of “RD-8”
BEANS CUSTOM
As the spread of smartphones and the rise of smartwatches lead to a decline in wristwatch use, this model proposes a new way for wristwatches to survive. It is a watch that excites you when worn and becomes irreplaceable as you spend more time with it, like a companion. The conclusion reached was that users could express their individuality through the watch. It can be customized in various ways—attached to a bag, worn as a strap or keychain, or even as a necklace.
Read the product story of “BEANS CUSTOM”
COUNTER WATCH
A mechanical watch focused on anglers, capable of visualizing date, time, and catch results. Inspired by one of CITIZEN’s unique design grammars—“designs that cater to specific users”—this model combines the satisfaction of counting catches with the tactile feel of an analog counter. Not only the watch movement but also the counter mechanism is mechanically refined, making it a watch that counts achievements.
Read the product story of “COUNTER WATCH”
These study models were exhibited at CITIZEN’s 100th anniversary brand event “THE ESSENCE OF TIME” held at Kudan House, Chiyoda-ku, Tokyo, in June 2024.
The exhibition received much praise and feedback from invited creators and press, making it a fruitful event. It is uncertain whether these designs can be mass-produced as they are, but there is no doubt that this study will serve as nourishment for future designs. We hope to continue such activities that enhance creativity in ways not possible through regular model development.