Driven by Light: Citizen President Jeffrey Cohen on 50 Years of Eco-Drive Innovation

Around the world, Citizen is recognized for its popularity — across virtually all tastes and styles — as well as its innovation in horological technology. The Eco-Drive movement, which absorbs light through the dial into a rechargeable cell, enables the internal mechanism to generate a continuous source of kinetic energy. 

Citizen commemorates 50 years of Eco-Drive with the launch of the Photon, further enhancing its innovative light-powered technology. We had the privilege of speaking with Jeffrey Cohen, President of Citizen Watch America, to discuss his extensive experience in the watch industry, his time with Citizen, his passion for Eco-Drive, and a sneak peek at what the future looks like. 

You’ve had an extensive career in the watch industry. What early experiences taught you the most about leadership and shaped who you are today? 

I was in the watch business for 28 years, holding leadership roles in various companies, including President of another company before this. I understood how brands work, what was right for the watch industry, and what was going to make things happen from both a marketing and product perspective. That was really what I came to do at Citizen — a very exciting career. 

Since you have held different roles across various branches of the industry, would you say that’s the key to your leadership and what you’ve accomplished with Citizen? 

I think what’s really worked best to strengthen my leadership is, personally, surrounding myself with the best people in the industry. From I.T. to marketing to product development, or engineering, I’ve always surrounded myself with these experts and learned from them. 

As a matter of fact, when I brought people in over the years, I’ve always said that part of their job is to teach me — keeping me updated and ensuring I remain relevant to the business. We always strive to think forward, not just about what’s happening today, but also looking into the future. 

Sustainability and ethical practices are clearly part of Citizen’s core values. How do you see Eco-Drive’s legacy contributing to broader environmental responsibility, and what innovations are next in that journey? 

We don’t really advertise sustainability in our marketing. The ethos of the company comes through in all the products, innovation, and everything that we do and with the products that we make. Years ago, in the 70s, when we started making the first solar-powered watch, we were thinking responsibly, making sure that we were doing the right thing. 

We’re not a green company. We’re a company that ensures we’re always doing things to make sure we’re thinking about the environment and all the people around us. Remember, Citizen is a watch for everyone, so we’re very sensitive to those people and what’s important to them. 

You’ve mentioned building a team where everyone has a seat at the table. How do you encourage creative risk‑taking and fresh ideas within a company that balances tradition with innovation? 

The first thing we do in every area, whether it be marketing or product distribution, is look for the white space. We go after the white space to identify the next best area to go into that’s on brand, that feels right, and will provide us with more than just organic growth. I want them to be creative within their own area of expertise in the company and bring me ideas to see how we can take it to the next level. 

When you see so much expansion with brands embracing light-powered technology, how do you feel now that people are finally understanding the benefits of solar movements? 

Going back a little bit with Eco-Drive, when it comes to light technology, we’re not just a leader; we’re the market maker. Now, 50 years later, people are starting to get on the bandwagon with light power technology, but we’re so far ahead. These new Photon watches will be charged for a year with a minimum charge. 

We’re excited that more brands are getting on board. It brings more attention. Years ago, people said, “The technology is going to be these digital watches, the electronic age,” and it brought more attention. We’re seeing that among the younger generation: Gen Alphas, Gen Zs, Millennials, and so on. It’s a compliment, but we’re so far ahead of everybody else that they’re going to be chasing us for a long time. I’m not saying that pretentiously. I’m very proud of what we’ve accomplished, and we’re now sitting here talking about 50 years of light-powered technology. 

We started in the 70s, where we used to have to have at least 80 percent of light going into the watches through the dial to make them work. Now, we’ve reduced it almost to 15 percent, and we’re going from a month of charge to six months to a year, so we’ve really perfected it. 

Is there a personal moment that stands out to you from your time at Citizen that best captures what Eco-Drive means to you? 

Well, we introduced the thinnest light-powered watch, the most accurate watch in the world, the Eco-Drive one. It was a case that was about three millimeters thick (2.98mm). We had to have a custom rechargeable cell made for it. It was so thin that at times the case cracked during the development phase, so we used Duratec, which is our own in-house special material to make the watch. It was amazing to see that come to fruition. 

When you’re designing or innovating something new for the brand, what’s the main objective? 

Ease of use, comfort, and the materials — we talk about everything that’s important to us. People don’t want to change batteries. People don’t want to keep changing the time on their watch; it needs to be convenient. 

We’ve implemented titanium, which is super light and three or four times harder than any kind of steel, with a protective coating and a special process in place. So, it’s comfortable too. It’s hypoallergenic and comfortable on the wrist. It sets the stage for not only beauty but also durability, ease of use, and comfort. 

Besides designing a nice, comfortable watch, it’s about taking that technology through materials and the movement to the next level. That’s what we’ve done: thin, sleek, comfortable, light,, and also very, very affordable. 

Looking ahead beyond the 50th anniversary of Eco‑Drive, what’s the next big chapter for Citizen in terms of innovation, design, or brand vision? 

It really starts today. We’re putting the product [Citizen Photon] out there, which is made with super titanium and is super clean. The dial features layers of steel coming together over a layer of Fujifilm, lighting the watch through Eco-Drive technology. This is where the new beginning starts. This is where the rubber meets the road. This is just a sneak peek; there’s plenty more in the pipeline for the future. 

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