Citizen is launching the Limited Edition Navihawk ($850), a pilot’s watch from its Promaster series, as part of its eco-friendly-focused “Purposeful Power” campaign.
New York—Citizen is shining a light on solar power and other eco-friendly initiatives in its latest campaign.
The “Purposeful Power” campaign is inspired by Eco-Drive, the brand’s proprietary light-powered technology that eliminates the need for watch battery replacement.
Created more than 45 years ago, the technology is within most of the brand’s watches.
The campaign looks to showcase Citizen’s values as a brand and connect to customers who share those values.
“Our message of Purposeful Power is aspirational so as to reflect the desire of both the Citizen brand and our consumers to treat the planet, and those around us, with respect and to make a positive contribution to the world,” said Jeffrey Cohen, President of Citizen Watch America, in a press release about the campaign.
“We are pleased to share our new campaign with citizens everywhere and remind consumers that Citizen is purposefully powered beyond the technology that powers our watches.”
As part of the campaign, the watch company is partnering with 1% for the Planet, a charity created by Patagonia founder Yvon Chouinard and Blue Ribbon Files founder Craig Mathews that encourages businesses to donate 1 percent of revenue to charities dedicated to eco-friendly causes.
Through this partnership, Citizen is working with Everybody Solar, an organization that brings solar power to nonprofits by offsetting 100 percent of the installation costs.
To raise funds for the organization, customers can share their purpose and “light-inspired” moments with “#mylight” and tag Citizen Watch on social media.
For every post, Citizen will donate $5 to Everybody Solar to fully fund a spring 2022 solar installation project.
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This would be the second joint project between Citizen and Everybody Solar following the completion of a new 35-kilowatt solar array at Glacier National Park’s headquarters.
In the future, Citizen plans to work with other charitable partners of 1% for the Planet, a spokesperson told National Jeweler.
Citizen is recruiting an army of influencers to promote the campaign, including sustainable stylist Cassandra Dittmer, professional basketball player CJ McCollum, and Emmy-nominated “Unchartered Waters” host Peter Miller.
The company will continue its partnership with 60SecondDocs, a web series of short documentaries following the lives of everyday people.
Recent episodes have profiled fashion eco-brand designer Gina Stovall, creative conservationist Asher Jay and sustainable designer and architect Alejandro D’Acosta.
Outside of social media, the campaign will be promoted by broadcast, print, outdoor and digital advertising, including via the New York Times, Hulu, CBS, YouTube, Time, USA Today, Apple News, GQ, InStyle, and Men’s Health.
To complement the new campaign, Citizen is also debuting the Limited Edition Navihawk, a pilot’s watch from its Promaster series.
The new Limited Edition Navihawk watch comes with special packaging and features a matching working Citizen clock.
Powered by the aforementioned Eco-Drive, the watch includes synchronized Atomic Timekeeping technology, meaning it keeps accurate time in 26 time zones, as well as a chronograph, perpetual calendar, 12/24-hour time, power reserve indicator and day/date.
It is available in black ion-plated stainless-steel with a cobalt blue dial and bright orange accents.
There will only be 1,500 of the limited-edition watches made, boxed up in special packaging that features a working Citizen clock to match the watch.
Part of a larger 2021 collection of new Navihawk timepieces, it retails for $850.
It was out of stock on Citizen’s website as of press time.
