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Citizen benefits from surprise win by new brand ambassador Naomi Osaka at the US Open

Naomi Osaka on the way to winning this year's US Open. (photo TIMOTHY A. CLARY/AFP/Getty Images)

For over a decade Switzerland has enjoyed Roger Federer representing not just Rolex but the country as a whole as he has serenely notched up 20 grand slam tennis titles.

Now Japan has its own national hero in the form of 20-year old Naomi Osaka, who kept her cool in one of the most controversial US Open finals in history as she beat Serena Williams in straight sets to lift the title.

Who better, then, to support the star from the land of the rising sun than Citizen, one of the country’s biggest watchmaking companies.


Ms Osaka had only recently signed as a global brand ambassador for Citizen when she defied her world ranking of 19 ahead of the US open to win the title and give the watchmaker an unexpected early return on its investment in the tennis star.

She also showed incredible poise, a greatly-appreciated characteristic in Japanese society, as Ms Williams descended into vitriolic rows with the match umpire.

Citizen’s latest brand statement is “Better Starts Now”, which now looks like a literal description of Ms Osaka’s achievement.


Naomi Osaka lifts the US Open trophy wearing her Citizen Eco-Drive Bluetooth (photo Julian Finney/Getty Images)


Citizen says she has demonstrated an uncompromising drive to become the top of her game worldwide without the pretension that sometimes comes with fame and accomplishment.

“I’m honored to have Naomi Osaka join us as our new brand ambassador. Her dynamic spirit of advancing forward shares the same essence of our brand spirit. People around the world are taking notice of her powerful moves and imagination. Likewise, we would like to demonstrate exciting new products based on expertise and innovation,” says Toshio Tokura, president and CEO of Citizen Watch Company.

Ms Osaka adds: “Better Starts Now fits perfectly with my philosophy of taking on new challenges to reach the top of the world as a tennis sports representative. I hope my Citizen watch becomes a personal lucky charm from now on.”


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