Better Starts Now

On a (mind-blowing) factory visit in CITIZEN watchmakers in Tokyo I noticed hand written signs on the walls. After someone kindly translated them for me, I realised they were all beautiful progressivist mantras. In a premium watch world defined by the past and keeping everything the same, this company was all about now and making things better. Sometimes strategy is just about being observant.

*We also used their new satellite watch to pilot a plane backwards through time, and photograph the magic hour for 24 hours straight - which ended up on Discovery Channel (for free) and won a DM Gold at Cannes.