Celebrating 100 years, CITIZEN, a pioneer in watchmaking and innovative technology, promotes excellence and creativity with a deep-rooted respect for craftsmanship. CITIZEN advocates 'Better Starts Now,' searching for and accomplishing goals that better our lives. In this respect, CITIZEN aligns with organizations and personalities that reflect the values of the brand including the Citizen Naismith Trophy, National Merit Scholarship and Good360. 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. Using a renewable natural resource instead of filling our landfills with discarded watch batteries.