Citizen commercials roundup: watch ads that captivate with both music and performers
Although Citizen is a watch brand originating from Japan, it is notable for enjoying strong support not only domestically but also overseas.
The company actively airs commercials, and many of you have probably seen ads for various models.
In this article, we’ll showcase all the Citizen commercials that have aired so far.
In addition to the appeal of each model, the beautiful cinematography and star-studded casting are also highlights, so please keep an eye out for those aspects as you watch.
Citizen commercial roundup: Watch ads (1–10) that captivate with both music and performers
Citizen Watch ‘UNITE with BLUE’ VersionYasutomo Okamoto
This commercial conveys the ocean-like allure of Citizen’s UNITE with BLUE through beautiful animation.
The story expands from the watch on the wearer’s wrist into an imaginative vision of the sea, expressing beauty and exhilaration through depictions of light filtering into the water.
The song that further elevates these stunning visuals is B’z’s “INTO THE BLUE.” It has the feel of a rock ballad with a gentle rhythm, and its tender yet powerful sound and vocals evoke a sense of hope for the future.
Citizen Watch xCKeiko Kitagawa
In this 2019 commercial for XC, the familiar face of Keiko Kitagawa appears.
She spots an XC watch in a shop window, tries it on inside, and the way her expression instantly brightens is striking.
The background music is Nulbarich’s “Look Up,” marking their second consecutive year after also being featured in the 2018 ad.
The lyrics are filled with encouraging, uplifting words for those feeling down, and listening to it gives you courage and the strength to move forward again.
Paired with the refreshingly clear vocals, it’s a song that lifts your spirits.
CITIZEN Watch PROMASTER SKY Eco-Drive “CA4660-61A”, “CA4664-60W”, “CA4664-60X”
This is a commercial introducing the PROMASTER SKY series.
Many viewers were likely captivated by the visuals that spotlight the series’ standout feature: its bold, sharp dial design.
By pairing it with powerful background music, the appeal of this model comes through not only to the eyes but also to the ears.
Citizen Watch Lighthouse 1987
This is a commercial for Lighthouse, known for its appealing simple, traditional design, which had been on sale since 1986.
The scene where a woman extends her arm wearing a Lighthouse watch out of a car window to call out to a man is especially striking, isn’t it? The BGM in this commercial is Kenjiro Sakiya’s 1987 song “Mou Ichido Yoru o Tomete” (“Stop the Night Once More”).
Its lyrics, poignantly depicting a couple drifting apart against their true feelings, captured the hearts of many listeners.
After being featured in this commercial, the song went on to be used as a theme and insert song in numerous dramas and films.
CITIZEN Watch PROMASTER MARINE Eco-Drive Professional Diver
This commercial powerfully promotes Citizen’s MARINE series, which is equipped to withstand dives to the depths of the ocean.
In addition to durability, it features functions that protect divers, expressing how advanced technology is packed into a small watch.
It also highlights the beauty of the dial inspired by the deep sea—an allure that makes even non-divers want to wear it.
CITIZEN Attesa: the first Eco-Drive GPS satellite-synchronized watch in the series to feature a ceramic bezel.
In this video released in March 2025, the first Attesa to feature a ceramic material bezel is introduced.
By showcasing the hairline finish made possible precisely because of the ceramic material, the video highlights the model’s distinctive, powerful design.
Many viewers likely felt their desire to own it stirred after watching.
CITIZEN Watch PROMASTER × Surfing “Connor O’Leary” SPECIAL MOVIEConnor O’Leary
This commercial shows Australian professional surfer Connor O’Leary riding a wave, along with boys enthusiastically cheering as they watch him.
Connor is wearing a PROMASTER on his wrist, powerfully highlighting its high water resistance and active design.