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· Special Member
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This article is from World Wrist Watch Time Spec No. 18 and it covers the different marketing areas that the Japanese domestic watch industry was focused upon in the late 1950's and 1960's.

Citizen 1950's & 60's Marketing (3MB)

These areas included shock resistance and the introduction of the Parashock technology released by Citizen in 1955. At this time Seiko was dominating the local market so Citizen had to capture the publics attention. To do this they held a number of public demonstrations where the watches were dropped from tall public buildings, planes and helicopters. The watches were dropped in sets of five from a height of 30 meters and the results recorded. A table showing the results is on page two of the article. This shows locations, where they were dropped and the success or fail for the five watches. As you will note only two watches from the total has issues in the tests.

After the introduction of shock resistance the next hot marketing area in watches was water resistance. Both Seiko and Citizen were beginning to introduce water resistant watches in the early 1960's. To introduce this to the customer Citizen followed up on the success of the Parashock campaign with a public display by placing numerous watches into ocean buoys and tossing them into the Kuroshio currents that travel from Japan to the west coast of the US. This was done in conjunction with Tokyo University as part of oceanic current research in both 1963 and 64. A local media and advertising campaign also accompanied these tests.

The article also notes that from a marketing standpoint these campaigns were very successful but many customers did experience issues such as flooded watches or fogging as they became aware of how to handle water resistant watches and what this actually meant.

Towards the end of the article there is also a small section noting the next areas of competition were the thinness of watches, giving examples of the 1960 Seiko Goldfeather and the 1962 Citizen Diamond Flake. The also make a note on the short lived race to higher jewelled movements that culminated with the 100 jewel Orient release in 1964.

I hope that this article is of interest to some people and it does give a good feel for what was happening in the industry at that time.

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Thank fo that Sir

Very interesting to read about now Anthony. You have a "nack "
for finding a lot of important things many of us need to read and see.
Its very good when someone makes that extra effort to share
other things and know many are interested in it. Information can
progress a lot of things when taken into a strong consideration of it.
Your travels have benefited many of us and I am sure all and
many thank you so much for your kind heartedness towards all
this that you offer out to us.
Aloha and Prosperity to you Sir
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