Investment in extensive pre-Christmas marketing campaign pays off.

Citizen has got off to a roaring start in 2012 with its most successful January on record in the UK.

The record retail sales for the watch brand follows a similarly record-breaking month in December for the UK arm of the Citizen group.


Citizen UK managing director Alan Mace has credited some of the brand’s success to an extensive above-the-line marketing campaign, during which it ran 1,500 30-second TV ads.

The promotional machine behind Citizen continued at the end of January when sponsorsed the televised ISU European Skating Championships, which were held last week in Sheffield. The event has huge international appeal and Mace believes it could lead to the watch brand’s messages be seen by “millions”.

Mace said: “Our Eco-Drive light-powered technology coupled with our significant second TV advertising campaign and promotional marketing spend, delivered record December retail sales. We are delighted with these results. With so many new and exciting Eco-Drive models being launched, we are confident that the Citizen brand is well placed to further build on its strong leadership position in 2012.”

Citizen UK has sold 2 million watches sold in the past 10 years. Mace said that popular models within Citizen UK’s offer include diamond-set watches, ultra slim models such as its Stiletto collection and two-tone timepieces for men and ladies, which were the main focus of Citizen’s December TV ads.