Brand concept "Better from now on". It means that no matter who you are and what achievements you have, you should always believe that there are endless possibilities ahead to make the world a better place. Citizen says this is a simple belief, but everyone knows it is difficult, but they are still willing to put it into action as a simple belief, which is quite great. In addition, Citizen has sponsored figure skating for nearly 40 years. To be honest, I don't think sponsoring figure skating will bring much benefit ~ and the core technology of their family, the kinetic energy of light, has made great contributions to environmental protection without replacing batteries. God knows how many waste batteries are produced in the world every year, causing environmental pollution. Anyway, Citizen's century-old history not only makes itself a watch brand. I hope many big brands can learn from it, and don't just think about how to make money. The greater the ability, the greater the responsibility ~