Lyndhurst, NJ - March 5, 2007 - Citizen Watch Company of America, Inc. announces that 30 years after introducing the very first light-powered watch, Citizen Eco-Drive watches now represent more than two-thirds of Citizen’s watch sales. With more than 300 Citizen Eco-Drive models available, Citizen Eco-Drive has become the cornerstone of the entire brand, demonstrating that there is a demand for elegant green accessories and proving that style and sustainability can co-exist.

"We began thinking about the environment, the future and the possibility of light-powered technology 30 years ago and we’re pleased to see consumers demanding green products and services; we’ve seen this awareness grow and we’ve met it every step of the way." said Laurence R. Grunstein, President, Citizen Watch Company of America.

The green technology of Citizen Eco-Drive watches is designed to provide the wearer a lifetime of use while having minimal impact on the environment. The entire Citizen Eco-Drive collection features a permanently rechargeable lithium-ion cell and a seamless process. Light from natural and artificial sources, both direct and ambient, passes through the dial to a solar panel that converts it into energy. A highly efficient IC chip then decides whether to use the energy or store it in the rechargeable lithium-ion cell for future use. Depending upon the model, this cell can hold the charge for anywhere from six months to four years without requiring additional exposure to light. Since a Citizen Eco-Drive watch does not require a battery replacement, there is no need to worry about the disposal of batteries which, when improperly discarded, may leach hazardous chemicals into landfills.

At its most basic level, Citizen Eco-Drive is a conscionable and stylish accessory that relies on the renewable energy of light. "Over the years, we have refined the technology and continued to introduce sophisticated new designs, making it so efficient that most wearers don’t even know that their elegant watch is an environmentally conscious product," continued Mr. Grunstein. "Furthermore, we’re proud to say that the construction of the Citizen Eco-Drive watch has prevented the need for, and subsequent disposal of, more than 10 million watch batteries in North America over the past decade."

Ahead of Its Time: Citizen Introduces Light-Powered Technology and Unstoppable Style

In 1976, the original light-powered watch featured the revolutionary technology of eight small solar panels on the face to catch the light. While the watch worked well, neither the name nor the design appealed to consumers. Citizen’s technicians rose to the challenge and refined the proprietary green, light-power technology and improved the efficiency of the solar cells. In the early 90’s, Citizen renamed the light-powered watch to become the aptly titled Eco-Drive watch, of which more than 8 million have been sold in North America.

"This first prototype marked the beginning of our longstanding commitment to developing and perfecting innovative, environmentally-friendly technology. When it was first introduced, it was well before the mass consumer demand for green products," said Mr. Grunstein. "We are extremely encouraged to see the changing consumers' attitudes toward improving the environment and are proud to be doing our part in helping individuals make tangible changes."

Citizen's Eco-Drive light-powered watches combine style and sustainability in one elegant accessory, allowing consumers to maximize their personal style and minimize their impact on the environment.

About Citizen Eco-Drive

Be a model citizen and go green with Citizen Eco-Drive watches, which prove that style and sustainability can co-exist with their ecologically friendly timekeepers.

The Eco-Drive technology harnesses earth's most abundant resource to create the first light powered, maintenance-free watch. Citizen Eco-Drive watches do not rely on replacement batteries, thus preventing the unnecessary disposal of watch batteries which pollute the environment. Citizen supports the responsible recycling of batteries and encourages anyone using products containing batteries to recycle or dispose of the batteries responsibly.

Citizen Eco-Drive utilizes the power of light from any natural or artificial light source and converts it into stored energy. Enough energy is stored to power the watch for at least six months, even in the dark. Citizen holds the leading position in the mid-priced watch market in the United States and is available nationwide at fine jewelry and department stores. www.citizenwatch.com.

Citizen Watch Company of America, Inc.

Citizen Watch Company of America, Inc.

Be a model citizen and go green with Citizen Eco-Drive watches, which prove that style and sustainability can co-exist with their ecologically friendly timekeepers. The Eco-Drive technology harnesses earth's most abundant resource to create the first light powered, maintenance-free watch. Citizen Eco-Drive watches do not rely on replacement batteries, thus preventing the unnecessary disposal of watch batteries which pollute the environment. Citizen supports the responsible recycling of batteries and encourages anyone using products containing batteries to recycle or dispose of the batteries responsibly. Citizen Eco-Drive utilizes the power of light from any natural or artificial light source and converts it into stored energy. Enough energy is stored to power the watch for at least six months, even in the dark. Citizen holds the leading position in the mid-priced watch market in the United States and is available nationwide at fine jewelry and department stores.

More from Citizen Watch Company of America, Inc.