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Lyndhurst, N.J.--Citizen, one of the U.S.’s biggest watch brands, is now using social media sites Facebook and Twitter to reach consumers, the company announced on Friday.

Citizen said it plans to use the social networking sites to share photos and videos of its brand ambassadors, preview new products and run customer promotions.

Citizen’s Facebook page is available here. On Twitter, its username ishttp://twitter.com/#!/CitizenEcoDrive.

Also on Friday, watch brand Ritmo Mundo announced that the official Facebook “fan” page it launched on July 1 had reached 10,000 “likes.” The brand uses the page to share product information and visuals as well as information about watch contests and giveaways.

Ritmo Mundo also has an account on micro-blogging site Twitter with the usernamehttp://twitter.com/#!/ritmo_mundo.

A recent report by digital think tank L2 slammed the watch and jewelry industry for being behind when it comes to embracing the digital world, including social media. Of the six watch and jewelry brands included in the study only one, Tiffany & Co., was lauded for its digital efforts while the other brands ranked as average or below average. 

Neither Citizen nor Ritmo Mundo was part of that study.