Citizen Watch America aims to perform like country’s greatest power brands

Citizen Clocks at Disneyland Resorts.

Citizen Watch America, which now has full control over Bulova, Citizen, Frederique Constant and Alpina, is learning from the biggest and best brands in the world, having already set new standards against its rival watch businesses.

In a wide ranging interview that will be published in full in the launch edition of WatchPro USA magazine in December, Jeffrey Cohen, president of Citizen Watch America, says the company’s focus on best practice is already well ahead of what competitors in the watch business are doing.

“The watch industry is very far behind what we are doing,” Mr Cohen says. “A lot of the benchmarking we are doing when it comes to best practice is not measuring ourselves against other companies in the watch industry. We have to do a much better job than the watch industry. We are benchmarking ourselves against power brands that have done this for many years.  This is a very confident and assured decision I have made and, based on what I have seen in the watch industry over many years, we need to take a lead in showing how it should be done,” he adds.

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A key relationship, which began this year, is with Disney Corporation, one of the power brands Mr Cohen describes. The 12 year alliance is already bearing fruit including collections of Mickey Mouse watches, dozens of publicly-displayed clocks at Disney theme parks across America, a television commercial featuring the I’m Late song by The White Rabbit in Disney’s adaptation of Alice in Wonderland, and ranges of watches based on Marvel’s Avengers, a Disney-owned franchise.

Just as important is the way senior executive teams at Citizen Watch America are learning from their peers at Disney Corporation.

“People can go out and put a character on a watch, but that is only a small part of it with this alliance. This is about taking our company to the next level. As they grow, we will also grow. You will see some amazing things coming from us together. We want it to take us into the realms of becoming one of the great power brands in the world,” Mr Cohen states.

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