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Citizen Watch Company | Company Profile, Marketing Contacts, Media Spend, Brands

Headquartered in Torrance, CA, Citizen Watch Company of America produces and markets watches, calculators, handheld televisions and electronic organizers. A subsidiary of Citizen Watch Company (Japan), Citizen Watch Company of America's portfolio includes the well known brand, Eco-Drive, which uses solar panels to power the watch.

Main Telephone
Main Fax (201) 438-4161
Primary Address
1200 Wall Street West
Second Floor
Lyndhurst, NJ 07071

Citizen Watch Company Contacts

Contacts (5/7)
Name Title State
Jeffrey C. President NJ
Sample of Associated Brands
Email: *****@*******.***
Main Phone:
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1200 Wall Street West
Second Floor
Lyndhurst, NJ

Stephen M. Chief Operating Officer CA
Ellen S. Executive Vice President, Marketing NJ
Glenn P. Vice President, Merchandise Planning NJ
Ronald L. Vice President, Operations & Administration CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Skyhawk *
Citizen Watch Company of America, Inc. *******

Agency Relationships

Brand Agency Service From To
******* ***** ******* ** *******, ***. **** ********** ***** Media Buying, Media Planning 2016 present
******* ***** ******* ** *******, ***. ** *** ****** Social unknown present

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Who is the President of Citizen Watch Company?

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Luxury Media Opps: Citizen Watch moves media ahead of top ad period (Score 45)

Subject: TV, digital, online, print, outdoor

Company: Citizen Watch

Opportunity: Recently moved media planning and buying to

Note that Citizen's display presence has much higher this year. Also, upscale men are still the primary target, but female-focused placements have been up, as well.  

Agencies - creative reviews often follow media, so keep a close eye on this account. Citizen's fiscal year ends March 31, meaning 2017 planning should begin shortly

Additional Insight

Incumbent: Havas, NY previously handled media.

Media Spend: Citizen spent $11.1 million on reassured media last year, down 37% from $15.2 million in 2014, according to Kantar Media. Broadcast still led the way last year, but spending fell to $8 million from $13.5 million in 2014. The rest of Citizen's budget mostly supports national newspaper, magazine, outdoor and display. 

TV Breakdown: During the past year, $9.8 million has supported national TV (see targeting right), up from $5.8 million during the prior year period, reports.

Digital Breakdown: About 140 banners and 24 high impact ads have run on almost 1,000 sites (<1% mobile) the last year, 60% of which were placed site direct versus programmatically. Seven video ads have appeared on 263 publishers, 81% of which were placed programmatically.

Desktop and video have run mainly on shopping, sports and news publishers, but tech and entertainment are are a substantial part of the mix too, Moat reports. Top targeted sites include,,,,,, and 

Recently Appointed Decision Maker: Regina Livers was recently appointed as director of integrated marketing, replacing Patty Schmoyer. Until early this year, Livers was with Calers, formerly known as Brown Shoe Co, for five years as marketing manager in the Contemporary Fashion segment.

Marketing EVP Ellen Seckler is still Citizen's CMO. 

Citizen Watch
1000 West 190th St.
Department R
Torrance, CA 90502
(310) 532-8463

Ellen Seckler
Executive Vice President, Marketing
(310) 532-8463

Regina Livers
Director, Integrated Marketing
(310) 532-8463 ext 4333