By Michelle Graff
Citizen’s new 30 mm Eco-Drive Sunrise women’s watch will be available in stores in September.Basel--Japanese watch brand Citizen has a new tagline, flagship model and a renewed focus on watches for women. 

Following last year’s Baselworld show, Citizen hired Wieden + Kennedy--the advertising agency behind campaigns including Nike’s “Just Do It” and Chrysler’s “Made in Detroit”--to undergo a rebranding. The result: a new advertising campaign, brand ambassador in singer Kelly Clarkson and tagline “Better Starts Now,” which the watch company said is a nod to its continuous innovation. 

RELATED CONTENT: Singer Clarkson named newest Citizen ambassador

At Baselworld 2014, Citizen introduced the men’s Satellite Wave F100, which it is billing as the world’s thinnest, lightest satellite reception watch that is able to receive the correct time from a satellite in three seconds; the previous model took four seconds.

In what it said was a “big year for the ladies,” the brand also debuted “Citizen L,” new ladies’ watches divided into three collections: Sunrise, Celestial and Euphoria. 

All prices shown are retail.

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