Home' Scoop : Scoop 52 Contents when it comes to looks. But there are signs all
this is about to change as Citizen moves to couple
some pretty clever technology, and a sound envi-
ronmental ethos, with an altogether sexier design.
A taste of things to come can be seen in a daz-
zling video entitled In nity showcasing Citizen s
Eco-Drive innovation. And on a recent visit to
Citizen s Tokyo HQ, the company showed me
several stunning concept Eco-Drive models.
Eco-Drive is the evolution of the company s
solar cell-powered watch, first produced in 1976,
and a somewhat prescient piece of technology
given today s environmental concerns. In Eco-
Drive watches light -- from any source -- is col-
lected in a permanently rechargeable lithium cell.
It s environmentally friendly because there is no
need to change, and throw out, a battery -- ever.
Eco-Drive (right) con-
verts any light source
into power. Left: Solar
cells in the Eco-Drive
Vitro concept model
are embedded in the
The transparent Eco-Drive Vitro, with a solar
cell on the watch face invisible to the naked eye,
was particularly striking but Citizen had not com-
mitted to putting the model into production.
With its current Eco-Drive range, Citizen has
developed three specialised models for divers (rrp
$950), while the nifty World Time piece (rrp
$1800) includes another ingenious piece of tech-
nology -- a miniature radio receiver. If in Germany,
Japan, the USA or China, the receiver picks up
a time signal broadcast via radio and, presto, the
watch automatically adjusts to the local time.
With the big Baselworld watch expo looming in
a few weeks, expect to see more striking examples
of Citizen s bold new approach. Stockist: Angus &
Coote, Carousel (08 9458 8700; Murray St,
(08 9321 7742). See citizenwatches.com.au for more.
MORE TICKTALK p 97
Out of the box
1/112 Rokeby Rd. Subiaco Western Australia 6008 T. [61 8] 9381 6855 F. [61 8] 9381 8075 firstname.lastname@example.org www.carbon.net.au
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