Citizen’s First Global Brand Campaign: Chasing Horizons

Citizen Watch Co., Ltd embarks on a race against time in Chasing Horizons, the 84 year-old watchmaker’s first-ever global campaign.

Citizen announced its 2014 flagship model Eco-Drive Satellite Wave F100 with the latest satellite-synchronized technology at Baselworld 2014.

No matter where you are on earth, it adjusts to the current time zone and receives time signal from a navigation satellites in just three seconds, says the company.

Demonstrating the watch’s ability, Citizen undertook an ambitious experiment to “race against time”, to chase the horizon, an endeavor to live in the same hour for as long as humanly possible.

Created jointly by Wieden+Kennedy Tokyo and Amsterdam, Citizen’s first global campaign challenged photographer Simon Roberts and ex-NATO pilot Jonathan Nicol to chase the sunset across the Earth’s time zones.

An integrated campaign, Chasing Horizons utilizes the imagery captured during the expedition in global print and digital executions.

The short film by acclaimed documentary director, Tristan Patterson, portrays the story of the journey itself and is used for TV and online content. A story about people fooling time and stealing one night from the planet.

Chasing Horizons follows the launch of Citizen’s first global brand statement in July, Better Starts Now; the simple 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 also will open its first flagship store in North America in New York’s popular Times Square this November.