Citizen Debuts At Milan Design Week 2014

From April 8th to 13th, 2014, Milan Design Week, one of the world’s largest design exhibitions, was dressed up. As the only watch brand participating in the exhibition, Citizen brought the theme of ‘Light is Time’ to this grand event. This is the first time Citizen has participated in Milan Design Week. As part of a global brand promotion event, Citizen took this opportunity to present the beautiful vision of Citizen to the people of the world-to create the future of watches.

成立 Since its establishment in 1930, Citizen has consistently pursued excellence and innovation, and has continuously brought high value-added fine watches to citizens around the world. Under the guidance of this innovative spirit, with strong R & D capabilities, Citizen achieved a major breakthrough in core technology in 1976, and developed a revolutionary watch drive technology-Eco-Drive. Light kinetic energy technology realizes the conversion of any visible light source into electrical energy to drive the watch’s operation, without frequent battery replacement, allowing more people to experience the environmentally friendly and convenient time experience and the fun of wearing Citizen watches.
This Milan Design Week brings more opportunities for Citizen to show its unique watchmaking concept and cultural essence to more people in the world. It is reported that this Milan Design Week will welcome more than 320,000 visitors from more than 160 countries in the world. They will explore the relationship between light and time with Citizen at the scene, and feel the brand charm of Citizen’s relentless pursuit and leading the future.

Citizen’s light and shadow art installation exhibited at this Milan Design Week was completed by the famous Parisian architect Tsuyoshi Tane and the Citizen design team. The work reflects the theme of ‘Light is Time’ by transforming the main board of the watch movement. The 80,000 movement motherboards suspended in the air create a space full of agility and imagination. At the same time, Citizen also exhibited the first pocket watch and the latest watch in the 1920s. The theme exhibition that includes Citizen’s cultural history, representative products, and exquisite art installations will allow the audience to experience the unique charm and craftsman-like watchmaking skills of Citizen as a world-class watch company.
Tsuyoshi Tane ——
Instant light, instant light
We look for inspiration by observing the watchmaking process of Citizen, return to the essence of time, and put forward a simplest concept: ‘Light is Time’. When the sun’s rays shine on the earth, the day and night alternately and the seasons change, and everything begins to grow. When humans noticed this, they unknowingly created the concept of time.
Adhering to the corporate philosophy of ‘being loved by and being close to the citizens’, Citizen has put forward a new challenge of ‘turning light into time’. ‘Light is Time’ is a device about light and time. At Milan Design Week, Citizen will showcase the magnificent space composed of 80,000 movement motherboards. The space is full of light, and through the combination of sound and light, it conveys to people a time experience like never before. At the scene, from Citizen’s first pocket watch to the latest Eco-Drive satellite timekeeping watch and other product displays, we hope that visitors can deeply understand the mission of Citizen in the process of exploring the essence of watches.
Light is instant, time is light. Without light, there will be no time. After entering the digital era of the twentieth century, the busy life rhythm makes time more urgent, until we finally forget the relationship between time and light. Without light, no miracle of life will be created, there will be no rich earth resources, and even our happy life.
From the moment of light to the intersection of time, we strive to present ‘the light of the 21st century’.

 DGT was founded in Paris in 2006 and is jointly managed by Dan Dorell, Lina Ghotmeh and Tsuyoshi Tane. DGT is the international bidder for the design of the National Museum of Estonia. In addition to the Estonian National Museum under construction (expected to be completed in 2016), DGT is under construction in France, Italy, Japan, Lebanon and Switzerland. The company has attracted international attention. In 2008, DGT was selected as the ‘Top 20 Young Architects’ by Icon Magazine in the UK, and DGT’s ‘Tomb Stadium’ program was shortlisted for the 2012 Japan New National Stadium International Competition Finals. DGT has won several awards, including the French Ministry of Culture’s Young Architect Award (2008) and the Milan Architects Association Award and the Red Dot Award (2013).

Show information–
• Name: Citizen Milan Design Week 2014
• Subject: Light is Time
• Exhibition period: Public visit: April 8 (Tuesday) to 13 (Sunday), 2014 (total 6 days)
※ Tuesday, April 8 10:30 — 24:00 After April 9 (Wednesday) 10:30 — 22:00
Media release: Monday, April 7th from 11:00 to 18:00
Opening reception: Monday, April 7th from 16:00 to 18:00
• Location: Curva A, Zone GF, La Triennale di Milano, Italy
• Area: about 445㎡
• Organizer: Citizen Clock & Watch Co., Ltd.
• Creative direction: Brand Division of Citizen Clock & Watch Co., Ltd.
• Sound and light guidance: Endo Toyotomi (LUFTZUG)