Since its foundation in 1930, CITIZEN has promoted a multi-cultural mindset that fosters excellence and creativity. The very name of the brand conveys a deep respect toward craftsmanship and considered as familiar by citizens the world-over. Eco-Drive technology harnesses the power of light and converts it into energy so that your watch can run forever without replacing a battery. It's a revolutionary step forward for today's consumer and for tomorrow's environment. Today, no other watch collection defines the art of 21st century time keeping more convincingly then CITIZEN Eco-Drive. The NATURAL choice of today's timekeepers. Better Starts Here.