Citizen Watch debuts new global theme: 'Better starts now'

To illustrate this dedication to unending improvement, the company has posted a 90-second brand film (above). Created with Wieden+Kennedy Tokyo and Amsterdam, it focuses on a work table viewed from above as engineers achieve several innovative milestones over the brand's 84-year history. 

“Better and now are both infinite," said Michael Farr, executive creative director at Wieden+Kennedy Tokyo. "There is always a next ‘better’ and a new ‘now’ in which you can start pursuing it."

Dutch filmmaker Johan Kramer used period-accurate cameras to film each of the segments, including a hand-cranked 35mm camera from the 1930s and a 1980s VHS camera. Each segment also ends with a delightful true-to-the-era 'The End' graphic. 

The film play in stores around the world, including a new flagship in New York City's Times Square, which is slated to open in November. The theme will also be featured at sporting events the brand sponsors, including the US Open tennis tournament and the World Figure Skating Championships.