Citizen will be launching what it has called a ‘dramatic and extensive’ advertising campaign from October to drive sales of its recently unveiled collections.
The launch of the new ladies’ and men’s collections from Citizen this month include the Citizen L Carina, the new limited editions Citizen Eco-Drive Red Arrows Navihawk AT, the Royal Marine Commandos Super Tough and a new edition of the Eco-Drive Proximity, a smartwatch with Bluetooth.
The integrated advertising campaign for the lines will roll-out this autumn across leading TV networks, lifestyle print titles, the London Underground, digital programmatic advertising and social media.
Mark Robinson, managing director of Citizen UK, said: “We have seen exceptional sales of the new Citizen Eco-Drive Red Arrows Navihawk AT, amidst strong interest from both retailers and consumers for many of our new launches.
“The ladies’ Citizen L Carina collection remains a key focus for the brand and the L Carina, which we are already seeing sell through, even before the TV advertising breaks early November is a complementary addition that sits alongside the iconic Citizen L Sunrise.”
As well as an extensive new collection, new in-store materials will aim to highlight the Eco-Drive technology that powers Citizen’s Eco-Drive watches with light.
Tracey Osborne, Citizen UK’s marketing manager, said: “The in-store launch is the precursor to a dramatic new ladies’ light-focused advertising campaign to celebrate Citizen’s 40th anniversary of Eco-Drive technology. The men’s advertising will bring to the forefront Citizen’s technology stories in both satellite and radio-controlled timekeeping.”