What's Happening?
Citizen has partnered with the Paris-based creative studio seconde/seconde/ to release a limited-edition version of its Tsuyosa watch. This collaboration introduces a unique design element to the watch, maintaining its integrated-bracelet sports watch style while adding a graphic intervention that alters its aesthetic appeal. The Tsuyosa, which means 'strength' in Japanese, is reimagined in a way that reflects the creative and wry style of seconde/seconde/. This partnership marks Citizen's first collaboration with the studio, aiming to offer a fresh take on one of its popular entry-level mechanical watches.
Why It's Important?
This collaboration highlights the growing trend of watch brands partnering with creative studios to offer unique and limited-edition designs.
Such partnerships can enhance a brand's appeal by introducing innovative design elements that attract collectors and enthusiasts. For Citizen, this collaboration with seconde/seconde/ not only reinforces its reputation for quality and style but also expands its market reach by appealing to a younger, design-conscious audience. The limited-edition nature of the watch adds exclusivity, potentially increasing its desirability and value among collectors.
