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. 

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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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