SOURCE: Citizen Watch Company of America, Inc.

March 07, 2007 08:26 ET

Celebrating 30 Years of Environmentally Conscious Watch Making -- Citizen Watch Company Will Continue Its Part in Protecting the Planet

Company Announces That Eco-Drive Now Comprises Two-Thirds of Watch Sales

LYNDHURST, NJ -- (MARKET WIRE) -- March 7, 2007 -- Ewire -- 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."

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