This very slogan was introduced by CITIZEN Watch Company presenting their innovating technology called ECO-DRIVE. The Eco-Drive watch has become a real step towards the future. The original idea of these watch coined in 1995 is a complete realization of contemporary development in the sphere of high tech.

Citizen, the world's largest watch company, was established in 1930. All the products manufactured by this company are known all over the world. Printers, calculators, machinery and of course watch have invariably good quality.

More than a decade ago Citizen introduced the revolutionary Eco-Drive collection which has become the world's most popular collection of light-powered watch. The collection is being improved constantly trying to achieve perfect quality, reliability and attractive design. The idea of Eco-Drive watch is perfectly simply ? the power source is widely available, free of charge, inexhaustible and harmless. This is the sun power.

The watch is equipped with a special lithium-ion battery that is charged by an amorphous silicon solar cell located behind the dial. Depending on the model, a fully-charged cell could run with no further charging for more than 6 months. If the watch are kept in the dark for a long time, a sleep mode activates, and in case of this the dials of the watch would stop running but the internal quartz movement would still keep track of time.

The design of the first Citizen Eco-Drive watch was influenced by technical factors only. That is why the first collections were equipped by large accumulators that resulted in the huge size and not very attractive appearance. Unlike early solar-powered watches, the solar panels in latest Eco-Drive watch are almost invisible. Moreover, while earlier manufacturers were limited in choosing the color of the dial, now the variation of colors, shapes and materials can attract the most fastidious and capricious clients.

The latest Eco-Drive models developed by highly qualified and extremely talented designers and engineers of Citizen company are constituted according to the last world trends both in technology and in fashion. One can be really impressed by thin, elegant, stylish and at the same time classical design of the watch. Citizen offers a variety of materials that the body of watch is made of.

It is undoubtedly obvious that the Citizen Company succeeded to find the niche for its Eco-Drive brand. It comes as not surprise that ecological technology used in the watch together with smart appearance and progressive technical innovations have gained wide recognition all over the world.