Citizen Watch GroupBooth Concept

"What is time?"
From prehistoric times until now, countless civilizations and tribal nations have asked this very question. The gears of time have been turning ever since humanity first became conscious of the concept, and it is no doubt that we will continue to contemplate time in the future.
Born alongside time, we have it to thank for human emotions: joy, sorrow, and at times, even suffering. It has created our history and engraved our memories.

Entering the 20th century, however, time was presented with an additional element: speed. Thanks to a revolution in technology, time accelerated - or at least this was the illusion we were under. Before we knew it, humanity had begun to consume time until it had lost its very soul. And now, time has become digital, smart, and taken on a most cold and mechanical nature.

Consequently, CITIZEN has decided to focus on "What time means to the 21st century".
The question that we have been posed with now - as citizens of the 21st century - is "What is time for?" The answer will depend on our meaning of happiness.

At the CITIZEN Watch Group booth at Basel world 2018, we will be paying homage to this elusive concept under the theme, "We Celebrate Time." As we approach our 100th year anniversary, the CITIZEN Group as a whole will be holding a special watch exhibition and performance at what we have named Time Theatre. It will also feature the dazzling installation that "turns" light into time, LIGHT is TIME. We will be surrounding our visitors in 21st century-light through an installation of wrist watch main plates meticulously positioned to form a spectacular geometrical space. Bulova will also be holding an exhibition reflecting on time, "History of First" is a visual representation of the brand through the time span of its 143 year history.

Join us in our homage to time in the 21st century, as We Celebrate Time for the sake of the future.

Tsuyoshi TaneAtelier Tsuyoshi Tane Architects