(MENAFN- Gulf Times) Leading watchmaker Citizen has launched its first-ever global campaign, Chasing Horizons, Marzooq Al Shamlan & Sons, the brand's official retailer in Qatar, announced yesterday.
Featuring flagship model Eco-Drive Satellite Wave F100, which boasts the latest satellite-synchronised technology, the campaign showcases Citizen's ambitious experiment to "race against time", to chase the horizon, an endeavour to live in the same hour for as long as humanly possible.
No matter where on Earth, Eco-Drive Satellite Wave F100 adjusts to the current time zone and receives time signal from navigation satellites in just three seconds.
Created jointly by Wieden+Kennedy Tokyo and Amsterdam, the campaign challenged photographer Simon Roberts and ex-Nato pilot Jonathan Nicol to chase the sunset across the Earth's time zones.
Chasing Horizons utilises the imagery captured during the expedition in global print and digital executions. The short film by acclaimed documentary director Tristan Patterson portrays the story of the journey itself and is used for TV and online content.
In a precisely planned window of time during late February, when the days were still long but before the sun no longer sets, Simon and Johny undertook the mission. Setting off from Reykjavik in Iceland, they moved to a new time zone each hour; with Simon capturing the moment with a photo of the setting sun, while the Eco-Drive Satellite Wave F100 adjusted back to ensure they were living in the same hour.
Flying in the opposite direction to the Earth's rotation, they were able to stay in the same moment of time and experience the same sunset over and over again - but in a new location. The team continuously kept up with the sunset for one night before landing at their final destination in the Arctic Circle, with the mission ultimately resulting in a completely unique series of sunset imagery, taken at exactly the same hour and same minute, in the same day.
Chasing Horizons follows the launch of Citizen's first global brand statement, 'Better Starts Now.' Citizen will also open its first flagship store in North America in New York's popular Time Square in November.
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