Sales of Citizen watches have been on the rise, with the brand recording its highest sales in its history for the month of May, owing to an increase in sales through independent UK watch and jewellery retailers.
The brand has said its positive sales are due to its value for money and long-term guarantees and shows its resilience during the double-dip recession.
Alan Mace, managing director of Citizen UK, said: “Consumers are searching out genuine value and Citizen’s Eco-Drive light powered technology combined with [our] market leading 5 year guarantee is a winning combination.”
Other factors have also been attributed to the brand’s sales, including its spring advertising campaign featuring cricketer Kevin Pietersen and tennis star Kim Clijsters, which has run across a number of glossy monthly magazines as well as weekly publications.
The brand’s new LED back-lit POS displays are also said to have boosted sales.
Citizen announced a record Q1 in April with sales up nearly 13% up in the UK compared to Q1 2011. It also experienced an increase in retailer interest at this year’s BaselWorld watch fair.