Lyndhurst, NJ—It seems that every major retailer is clamoring to get a spot in Times Square. Amid the flashing lights and chaos of the square is a new small oasis devoted to timepieces. It just happens to be Citizen Watch Co.’s first global retail concept store.
Located at 1500 Broadway, this is the first Citizen Watch global retail concept store in North America. The 1,300-square-foot store features a full range of watches from Citizen Eco-Drive, DRIVE from Citizen Eco-Drive, and the Citizen Signature Collections.
By opening a flagship store at the epicenter of one of the world’s most prominent destinations, Citizen will maximize the brand’s visibility with the more than 39 million tourists, travelers, commuters, and local New Yorkers that walk through Times Square each year. The store is designed to appeal to amateur and serious watch enthusiasts alike. It will serve as a world-class showcase for the Citizen Watch brand with state-of-the-art interactive and hands-on displays and exclusive offerings, as well as knowledgeable staff members who will be well versed in the art and science of creating watches that reflect the best of design and innovative technology.
Jeffrey Cohen, President of Citizen Watch Company of America explained: “We couldn’t be more pleased with the exceptional opportunity this new global flagship store provides us to communicate directly with our consumers–and both share our vision of the brand and get their real-time feedback on our offerings and messaging.”
Whether for a watch expert or a novice, the Citizen Watch store is designed to spark consumer interest. Citizen will showcase models from all over the world. It will feature the newly released Satellite Wave F100; the world’s thinnest and fastest light- powered satellite timekeeping watch, Limited Edition models and international models from Japan that are not normally sold in the U.S., alongside a full offering from the brand’s U.S. collections.
Multiple 360- degree cases allow for shopping from either side of the case and provide easy movement throughout the store. Interactive display monitors and a Co-Authorship wall featuring prominent bloggers’ interpretations of Citizen product offerings will take the consumer experience to a new level.
Visitors can also sign in on the “Citizens of the World” guestbook and create their own digital “Passport” to share with friends. Call outs on Citizen’s social media will be found on monitors throughout the store as well as the dynamic LED canopy on the store front, which will be visible from Broadway and 43rd Street. Interactive displays in the Citizen Watch store will be ever changing with contests and engaging content.
Citizen takes pride in its eco-friendly technology, Eco-Drive. Powered by any type of light, Citizen watches never need a battery. Furthering the brand’s concern for the environment, Citizen has incorporated Shou Sugi Ban treated wood elements throughout the store. This technique comes from preserving wood by charring it. The process involves charring the wood, cooling it, cleaning it, and finishing it with a natural oil. This wood is fire retardant and can last up to 80 years without the use of toxic chemicals.
The fabric draped layered ceiling is reminiscent of a Japanese silk lantern and not only pays homage to the brand’s Japanese heritage, but also serves as an artistic representation of its proprietary Eco-Drive technology. In Eco-Drive powered watches, light travels through the watch crystal and transparent watch dial until it reaches the power cell where it is charged. In the store the light form the ceiling travels through the 3 semi-transparent fabric layers to illuminate the showcases and displays.
Citizen claims to hold the lead position in the mid-priced watch market in the United States, setting itself apart from its competitors with its ecologically friendly Eco-Drive technology. Utilizing the power of light, Citizen Eco-Drive technology converts light into stored energy to power a watch for at least six months, even in the dark. www.citizenwatch.com