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Since its foundation, CITIZEN has promoted a multi-cultural mindset that fosters excellence and creativity. The very name of the brand conveys a deept respect towards craftmanship and is considered familiar by citizens the world-over. Their product development policy, "The Fusion of Technology and Beauty," remains a constant motivation, and sees Citizen merge cutting-edge technology with perfection of design beauty, which as a consequence, inspires people to be their best at any time.