Under the brand statement “Better Starts Now,” which encapsulates the belief that no matter who you are and what you do, it is always possible to make something better — and now is the time to start doing it, CITIZEN embarks on a new pivotal brand initiative since its foundation a hundred years ago in 1918. Always pursuing the discovery of new possibilities in watchmaking through industry-leading technologies and unequivocal skills as a manufacture d’horlogerie, CITIZEN’s new century of excellence starts now.