Celebrating 100 years CITIZEN¨ a pioneer in watchmaking and innovative technology promotes excellence and creativity with a deep-rooted respect for craftsmanship. CITIZEN¨ supports Better Starts Now searching for and accomplishing goals that better our lives. As a citizen of the world we bear the responsibility to help cultivate positive change and on-going evolution to our craft. For over 40 years CITIZEN's Eco-Drive technology has served as the prime example of how the brand is dedicated to making the world and its environment a better place. A simple yet revolutionary concept Eco-Drive harnesses the power of light from any natural or artificial light source and converts it into energy.