When most people hear the name Citizen they immediately think of quartz watches. Yet when this company started back in the early 1920's, their first product was under another name and was a pocket watch. Actually, the name Citizen was determined by the then Mayor of Tokyo, who coined the name with the hope that all citizens around the world would be able to afford a Citizen product. Over the years the company has developed a reputation that makes Citizen men watches the leaders in time innovation.
That reason was and still is their interest in creating quality products at reasonable pricing. They have accomplished that time and time again during their run to become the largest selling watch company in the world. This was not a battle that was won easily. Initially they were competing against two US giant companies in Timex and Bulova. However, a well known Japanese brand called Seiko had already made quite a splash in the US market with quality time pieces that soldiers brought back from the Vietnam War.
Knowing they had excellent quality, Citizen attacked the US market with an unusual approach. Instead of just trying to sell product, they developed partnership arrangements with many of the large national jewelry store chains. This was their way to gain a small market share and to show the customer that they were in it to win it! This plan was successful in establishing them as an up and coming brand, but taking case space from the aforementioned companies was not going to be easy.
During the revolutionary introduction of quartz watches, Citizen embarked on one of the most aggressive and unique advertising campaigns in watch history. While other mens wristwatch companies showed various styles of product, trying to catch the consumers' eye, Citizen used world renowned landmarks to establish the quality and accuracy of their products. This creative approach created an interest in their products and slowly they began to take more retail space from the competition.
This idea created an amazing buzz at the retail level and people started asking for Citizen. This was their move to take over as number one, in a very crowded industry and it worked. Sales started to sky rocket during the late 1980's as they overtook Seiko as number one in the US market. Once they achieved this position, they did not stop. Their use of technology launched them into the new century with the thinnest light powered watch found anywhere.
This timepiece was less than 4.5 millimeters thick and was powered by the sun. These two ideas created a new buzz in a softening watch market. Their continued interest in creating high tech, quality products gave them a new strength and even more market share. The watch industry had been struggling with the massive amount of inexpensive imports using quartz technology. There was truly a need for new and exciting technology.
As more companies are focusing on becoming more friendly to the environment, Citizen introduced the Eco-Dive products. Being driven by light with no need to ever replace the batteries, their consistent attempts to lead their industry still continues. They offer multiple styles and colors that keep their customers coming back, even in a soft economy. And although most customers are only familiar with their watch products, they only make up about 40% of Citizens sales. They have expanded into the clock industry, eyeglass frames and health products.
Mens Citizen Watches Number One For A Reason
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