While CITIZEN has focused on developing new technologies and original designs, in recent years the company has also been making efforts to utilize past masterpieces and archives as a context. Amid this trend, an in-house design competition themed 'Shinka' (which can mean evolution, innovation, or deepening) was held in 2021. When the idea that became the basis for this model was proposed, its retro vibe combined with a fresh design for younger generations was highly evaluated, leading to its commercialization. The model was praised for respectfully developing the style of the original design, and it won the Good Design Award in 2023.
Post-Vintage
In the in-house competition, we focused on selecting the base model. When updating a past masterpiece, there is often little need to change the design. More important than the actual design work is what you choose—curation sense is key. As I browsed the company's catalogs, wondering which model would feel fresh if reconstructed for modern values, the 'SPORTE RS' model caught my eye. This was because quartz chronographs, which became practical in the mid-1980s, seemed to strongly retain the atmosphere of the Showa era.
What came to mind when choosing this model was the retro world of the Showa era, such as radios with many buttons and inorganic offices. While there have been many reissues of classic watches from the 60s and 70s, I feel that designs from the 80s onward have not yet received much attention. As of 2024, the revival of 2000s fashion is trending, but in watches, the cycle of reissue trends tends to be slower. Probably, masterpieces from the 80s and 90s will start to be considered post-vintage, and more reissue models will appear.
Turning Low Cost into an Advantage
At the time, the main price range for domestic watches was around 30,000 to 50,000 yen. The precision of finishing details was not as high as it is today. When delicate hairline or polished finishes were difficult to achieve due to shape or cost, 'sand-blast' finish (also known as sandblasting), which creates a uniform matte surface by spraying abrasive particles onto the metal, was often used. For the black dial model, we respected this original finish and used the same specification, while for the newly added panda dial model, we adopted a hairline finish to express 'evolution.'
For the dial, we consciously eliminated unnecessary decoration and emphasized the robust, functional feel of a chronograph. Only the indexes are made of metal parts; everything else is expressed solely through printing. In higher price ranges, dials tend to feature three-dimensional patterns or metal rings, but by intentionally minimizing these and keeping the expression flat, we evoke the simple atmosphere of the era.
Pursuing Authenticity of the Era
This time, I was also involved in the direction of the key visuals mentioned above. By arranging props such as floppy disks, calculators, and period PCs, we expressed the atmosphere of the 1980s. When designing with a specific era as a motif, I feel that it is important not only to refer to the watches of that time but also to have a deep understanding of the music, fashion, and other culture of the era. We valued expressing 'the feel of the era' visually by packaging multiple elements, such as product features like case and dial finishes and accompanying advertising expressions.