In April 2025, newly appointed president and chief executive officer Yoshitaka Oji announced a midterm management plan for Citizen Watch Co. Ltd. The Japanese watchmaker, known for its world-leading quartz technologies and dominant position in the European and US mid-range market (US$300–$1,200), was seeking growth. Oji aimed to shift Citizen's marketing strategy from emphasizing functional benefits to conveying emotional value, targeting the $1,500–$3,000 price range—a segment that had emerged as an underserved gap as Swiss luxury brands raised their prices. Could Citizen credibly compete in a luxury segment dominated by established Swiss brands without undermining the mid-price positioning that had driven the company’s success?
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