PUNE 6 July 2016: As a tribute to 40th year anniversary of introducing the first Eco Drive watch, CITIZEN Watch announced the launch of its Flagship Model  – “CITIZEN Eco-Drive One” at Baselworld 2016. The technologically advanced world’s thinnest light-powered analog quartz watch, with a 2.98mm case and 1.00 mm movement, runs 300 days on a single full charge by successfully reducing energy consumption. Capturing the rank of ‘world’s thinnest’ required redesigning almost every part of the movement, the structure of parts by using CITIZEN’s most advanced processing techniques and an improved Eco Drive technology.

To create a watch with a case thickness of 2.98mm required the use of new materials that are both thin and strong. The key driver in this design is the material which is malleable to form a beautiful silhouette that hugs the wrist while being strong enough to resist flexing. The case of the Eco-Drive One Limited Model (AR5014-04E) and the bezel for AR5000-50E/AR5000-68A/AR5004-59H models all use a cermet*3 to achieve the mutually exclusive requirements of “beautiful thinness” and “durable hardness” while helping it to keep the watch’s beautiful finish and metallic lustre. The bezel on the Limited Model (AR5014-04E) is made from a binderless cemented carbide*4 that is hard and resistant to both corrosion and oxidation.

Mr Shunya Shoji, Managing Director, CITIZEN Watch (India) said, “As a light-power pioneer, we will continue to break boundaries and explore new possibilities of incorporating light powered technologies to craft timepieces that inspire people everywhere. Taking forward our customary annual Basel launch, we are excited to announce the CITIZEN Eco-Drive One in this milestone year of Eco Drive technology. This limited edition is a collector’s piece which is an elegantly designed timepiece for the global watch aficionado – one who is passionate about aesthetics and technology.”

The CITIZEN Eco-Drive One will be retailed at multi-brand outlets and CITIZEN’s exclusive stores across the country, from October 2016.

Price: Starting at Approximately Rs 2, 00,000/- onwards (Rupees Two Lacs onwards only)

CITIZEN invented the world’s first analog quartz watch that uses light as a power source – the technology being ‘Eco-Drive’, since it uses a renewable natural resource that anyone can access to generate its own electrical energy. Eco-Drive has evolved as one of CITIZEN’score technologies and serves as the foundation of its corporate philosophy of “crafting timepieces loved by citizens all over the world.”

CITIZEN Eco-Drive One

Product Note:

*1 As of February 2016 for an analog light-powered watch according to research by Citizen Watch Co. Ltd

*2 Eco-Drive is CITIZEN’s proprietary technology that powers watches using any natural or artificial light source, eliminating the need to replace batteries. Certified as an Eco Mark product for the first time in the watch industry.

*3 Cermet is an advanced composite composed of ceramic and metallic materials. It is made by combusting a mixture of hard compound particles such as metallic carbides and nitrides with metallic binding materials.

*4 Binderless cemented carbide is a type of cemented carbide mainly made of tungsten carbide powder with no metallic binder such as cobalt and nickel. It has superior hardness, corrosion resistance and oxidation resistance.

*5 Duratect is surface hardening technology exclusively developed by CITIZEN to maintain the lustre and beautiful finish of watches. Treating materials such as titanium and stainless steel with this technology improves the hardness of the material’ s surface, making watch cases and bands resistant to scratches.