CITIZEN’s new virtual museum LIGHT is TIME is now open!

Experience architect Tsuyoshi Tane’s continuing exploration of the nature of time Grand Opening on 10 June to commemorate the Anniversary of Time in Japan

CITIZEN is proud to announce the grand opening of the LIGHT is TIME CITIZEN interactive museum website on Wednesday, 10 June. The LIGHT is TIME website presents a fascinating look at the series of LIGHT is TIME installations that began at Baselworld 2013 to convey the appeal of the CITIZEN brand to a broader audience. This series is a part of CITIZEN’s continuing pursuit of the future of watches based on our simple belief that “Better Starts Now”.

Since its founding in 1918, CITIZEN has dedicated itself to providing quality watches to people all over the world. The company has consistently opened up new possibilities in watchmaking over the years, continuing to launch new, innovative models while constantly considering the nature of time itself.

The LIGHT is TIME installations were inspired by CITIZEN’s proprietary light-powered Eco-Drive*¹ technology. Together with Tsuyoshi Tane, CITIZEN focused the spotlight on a particular watch component – the base plate. Base plates are the foundation of any watch movement, and CITIZEN’s base plates (all manufactured in-house) are proof of the company’s status as a manufacture d’horlogerie. This concept led to the creation of the first groundbreaking LIGHT is TIME installation at Baselworld 2013, providing a visual expression of the concept of time and its relation to light.

The new LIGHT is TIME website is CITIZEN’s interactive museum showcasing installations at events including the global trade event Baselworld and the international design festival Milan Design Week. The installations were also experienced by numerous visitors in Japan through the Milan Design Week 2014 Homecoming Exhibition and other events. This new website presents an archive of these exhibits, communicating the breathtaking appeal and impact of the LIGHT is TIME installations. Other featured content includes information about watch models exhibited at the venues, and various performances. The combination of video, visuals, and the otherworldly atmosphere of the installations is provided in the form of a virtual experience that is almost like being there. The advantages of the website format are utilized to allow visitors to freely explore the installations in 3D from a range of different perspectives.