The history of the Japanese watch revolution can be dated back to the 1960’s when soldier returned from the Vietnam War. Nevertheless, Citizen, one of the biggest leaders in the Japanese watch industry, actually began its sales during the 1920’s as a company that showed great interests in creating a product that average people all over the world can afford and benefit from. The superior quality and understated aesthetical appeal of Citizen watches has helped the brand gain a forefront position among the fierce competition.
When first began to manufacture watches, Citizen has determined to compete with the largest manufacturers in the US. However, taking market shares from Timex and Bulova is not an easy task. They were competing not only with the two US giants but also with many more reputable watch brands in Japan such as Seiko, which had occupied the lion’s share of sales space at a large number of jewelry retailers.
Compared with other watchmakers, Citizen took a totally different way to take control of the market. They built strategic relationships with some of the largest retailers and in essence bought shelf space. And the constant support they provided to their partners began to influence the sales of their competition and helped attain more of a market share.
During the period when quartz watches were being remoulded, Citizen employed world known landmarks to enhance the quality and accuracy of their products. The innovative way stirred an interest in their products and gradually they started to gain more market share from the fierce competition.
During the early 2000’s, they introduced the thinnest light powered product coming in at under 4.5 millimeters in thickness. These latest creations helped Citizen gain a forefront position in a mid priced watch industry and again they got more market share.
Recently, Citizen announced the Eco-Dive products. Driven by light instead of using batteries, these products are quite friendly to the environment.