Citizen Watches Number One For A Reason

  • Print Article |
  • Send to a Friend |
  • |
  • Add to Google |

Watches have always been a complementary accessory. Initially they were designed to do nothing but tell time. Since the inception of timepieces, companies have tried to make their mark in retail markets all over the world.

During the 1920's, the then mayor of Tokyo coined the name Citizen, for a locally produced watch, in hopes that all citizens could afford and wear a quality time piece.  Although their first product was a pocket watch, it started making Citizen watches number one for a reason.

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.

With an aggressive sales team, they attacked the local jewelry stores offering great prices and creative financing. This opened many new accounts for them and slowly their market share improved. But after great prodding from the sales team, they decided to embark on one of the most revolutionary marketing campaigns in watch history.

Instead of the traditional commercials showing a variety of styles and prices, Citizen promoted the accuracy and dependability of their products by comparing them to well known landmarks. The accuracy was compared to the Atomic Clock in Colorado and their dependability was associated with Big Ben in England. No products were shown!

This idea created an amazing buzz at the retail level and people started asking for Citizen watches. 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.

With an eye to emerging ideas of being green, they introduced the Eco-Drive line. These products required no battery and were totally powered by light. With a combination of style and technology, this series has been a huge success.

Citizen customers have become accustomed to them staying ahead of the curve so they have become life long fans. So even in a soft economy, Citizen watches are still selling at record paces.

While most consumers are only familiar with Citizen men's watches, that only makes up about 40% of their sales. They have expanded with successful products in the clock industry, eyeglass frames and even the health market.

They continue to strive for excellence and have achieved it with each new introduction. Citizen has an eye on the future and continues to be an innovator and marketer unlike anyone else in the watch industry.

Rate this Article:
  • Article Word Count: 648
  • |
  • Total Views: 313
  • |
  • permalink
  • Print Article |
  • Send to a Friend |
  • |
  • Add to Google |
>