Citizen Watch CITIZEN L RAINELL

CLIENT
Citizen Watch

IDEA
CITIZEN L RAINELL 2026 SS　“A Sculptural Statement”

Our target audience were young consumers who do not have a habit of wearing watches. At the same time, we identified the insight that “in special moments, they want to express their individuality and presence through the items they choose.” Based on this insight, we positioned the brand as a watch they could wear like jewelry.

A defining feature of this collection lies in its case design, which evokes the quiet stillness of falling rain while expressing a refined, classic look, and in its dial, which blends natural hues with a subtle nod to contemporary trends. Just as each raindrop possesses its own rare beauty, the watch reflects and highlights the wearer’s singular radiance. This sentiment is distilled in the copy: “A Sculptural Statement,” framing the watch as a declaration of personal style in sculptural form that’s impossible to ignore.

The film portrays a young woman preparing to leave for a party in a modern yet classic setting, as gentle rain falls outside the window. To present the timepiece as a jewelry-like accessory, she is shown putting it on as the final accent to her look. Meanwhile, in the key visual, the watch appears as a luminous raindrop capturing the light as the rain begins to lift, creating a sense of luxury while also conveying the beauty of nature.