Published: Tuesday April 8, 2014 MYT 11:45:00 AM
Updated: Wednesday April 9, 2014 MYT 4:17:50 PM

A timely affair: Citizen to make its debut at the Milan Design Week

Classic timepiece brand will be featured at the international event in Italy next week.

It is another day in history books for Citizen as the timepiece brand makes its debut at the prestigious Milan Design Week 2014 today. The Japanese watch company is set to introduce its classic items to a broader spectrum of watch lovers from around the world.

Founded in 1930, Citizen has always focused on pushing the boundaries of watchmaking, coming up with new innovation and expressing creativity in their timepieces to attract more watch enthusiasts. One important technological breakthrough in 1976 – based on its innovative culture – was the development of a revolutionary light-powered technology called Eco-Drive.

The technology uses electrical energy, converted from virtually any light source, to power a watch. This innovation completely eliminated the need for users to replace batteries in watches, promising longevity and eco-friendliness in every piece sold.

And the conversion of light to “time” for the “future” became the brainchild behind Eco-Drive’s Time x Light x Future concept.

From left: Tsuyoshi Tane, Lina Ghotmeh and Dan Dorrell of DGT – the architecture practice behind the Citizen installation at the Milan Design Week 2014.

The presence of Citizen at the Milan Design Week gives way for the brand to build a stronger fanbase among the over 320,000 visitors from 160 countries expected at the world-class design festival.

Using the theme “Light is Time”, Tsuyoshi Tane of DGT, a renowned Paris-based architecture practice, has created a beautiful installation art work to showcase the Citizen timepiece. Together with Citizen’s in-house design team, Tane’s installation comprises 80,000 main plates – which forms the foundation of watches – suspended in the air to create an inspirational space at the Triennale di Milano design museum in Milan.

Among other highlights at the presentation is a 1920s pocket watch which will be exhibited together with its latest model, to show the contrast as well as the development of technology in the watch industry.

Citizen will be showcased at the Milan Design Week 2014 today until April 13 at the Triennale di Milano in Milan, Italy.

Tags / Keywords: Lifestyle, Citizen, watch, Milan Design Week, timepiece


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