At a recent exhibition in the United States, Citizen laid out its future watch launches through to the end of the year for retailers and press.
The direction of travel was clear for all to see. Citizen is shifting upmarket in terms of materials and finishing while significantly strengthening its portfolio of watches using mechanical, rather than quartz-based, movements.
Series 8 is central to this mission, and it is increasing average transaction values (ATVs) across the Citizen portfolio.
The first automatic in the range is already in stores, a three-hander with date that comes in an angular brushed and polished case with integrated steel bracelet.
It is right in the sweet spot of the current market for sporty automatics, and is selling like hot cakes at mainstream retailers for £695.
That first automatic is joined today by a GMT range, which is also designed to appeal to customers who can’t afford or can’t get on a waiting list for watches with the same functionality from the biggest of Swiss watchmakers.
Two steel-on-steel models with two-tone 24-hour day/night bidirectional bezels, might we call them a Pepsi and a Batman, are priced at an alluring £1195.
Their textured dial design with applied indexes is inspired by the skyline of Tokyo at night with the city’s skyscrapers and windows of different sizes depicted in a checked pattern that is said to represent prosperity in Japan.
The watches have exhibition case backs revealing the Cal.0954 automatic movements within that are accurate to -10 to +20 seconds and have 50 hour power reserve.
The 41mm by 13.5mm watches use anti-reflective scratch-resistant crystal front and have a high end finish created by combining facets with brushed and polished finishes.
Along with the steel models, there is also a limited-edition with yellow and rose gold plating and a shimmering golden dial that Citizen hopes will bring to mind long autumn grasses illuminated by the warm glow of sunset.
Only 1,300 are being made, priced at £1,295.
I would be more than happy to buy, for double or thrice the present price, the Citizen gold series 8, if it have day date perpetual calendar feature. It will be a gobal winner for Citizen!