Citizen is celebrating 50 years of its pioneering Eco-Drive technology with the launch of two new watch collections: the elegant Fio and the sport-inspired Endeavor Chrono. Eco-Drive, first introduced in 1976 with the Crystron Solar Cell, converts natural and artificial light into energy, eliminating the need for disposable batteries. This technology has become a defining feature of the Japanese watchmaker and remains highly relevant as sustainability becomes increasingly important to consumers and companies alike.
Eco-Drive: A Legacy of Innovation
Citizen's first pocket watch debuted in 1924, and the brand was named by the then-mayor of Tokyo to reflect its mission of making quality watches accessible to everyone. Over the decades, Citizen has pioneered shock-resistant designs (tested by dropping from helicopters in the 1950s), titanium-cased styles, and the world's first solar-powered watch. The Eco-Drive technology, now nearly 50 years old, has evolved to become more efficient while retaining its original purpose: creating reliable watches that never require regular battery replacements.
Everyday Elegance: The Fio Collection
The Fio collection is designed for effortless everyday wear, blending classic styling with modern versatility. Powered by any light through Eco-Drive technology, each watch eliminates battery changes while serving as an elevated accessory suitable for day-to-night wear. The collection offers styling flexibility: wear it alone, stack with bracelets, or pair with other Citizen timepieces for a layered jewellery look. Available in two case shapes, the slim 14 x 31mm elongated rectangular design feels contemporary, while the 18mm round case offers a more classic aesthetic. Both styles feature raised mineral crystal glass, a neatly positioned crown, and sword-style hands for a timeless, understated finish.
Sporty Performance: The Endeavor Chrono
For those seeking a more robust option, Citizen introduces the Endeavor Chrono, a nautical-inspired chronograph balancing performance with everyday style. Available in three colourways, the 43mm timepiece is powered by Eco-Drive technology, running continuously on natural and artificial light without needing a disposable battery. Built for durability, it features a scratch-resistant sapphire crystal and is water-resistant to 100 metres, making it suitable for swimming and hiking. The sporty design includes a scalloped-edge, 60-minute unidirectional rotating bezel with a ceramic insert, and a dial with a subtle wave-inspired texture reflecting its maritime influence. Luminous detailing improves visibility in low-light conditions, and a small date display between the four and five o'clock markers adds practicality.
