Citizen has added signer Kelly Clarkson to its roster of international brand ambassadors.
The watch brand said that the signing represents a shift in its marketing strategy, which has previously been focused on sports ambassadors, and will help it position itself as a more fashion-led brand while appealing to female shoppers.
Citizen UK managing director Mark Robinson said: “With Citizen’s on-going strategy to develop brand awareness among female consumers, Kelly Clarkson reflects the ethos of the brand with her inspirational performances and accessible style as well as her global recognition.
"In the coming year, Citizen will focus on fashion-forward styling and breakthrough technological innovations to meet the demands of modern women. As we celebrate the female, we hope too that our customers will relate to Kelly as she embarks on the next phases of her life as a wife and mother to be.”
Citizen will launch an ad campaign featuring Clarkson in spring 2014 that will run across broadcast and print media.
Speaking of her deal with Citizen, Clarkson said: “Style and performance are a part of my everyday life, so Citizen Watches are a great fit for me. I am so pleased to be joining the family of Citizen brand ambassadors and can’t wait to wear my new watches and support the brand.”