Watch enthusiasts can now experience the latest timepieces from Citizen on their own wrists without leaving home, thanks to a new virtual reality feature on the brand's website.
How the Virtual Try-On Experience Works
The innovative system, which went live in December 2025, is refreshingly simple to use. Shoppers visit the Citizen website, select a watch they are interested in, and scan a QR code. They then align their wrist with an outline displayed on their smartphone screen. Instantly, a high-quality image of the watch fitted to their wrist appears on their computer monitor.
This clever online tool is compatible with any watch in the Citizen range, offering a risk-free way to visualise everything from everyday models to exclusive limited editions before making a purchase.
Putting the Red Arrows Promaster Air Navihawk to the Test
We trialled the new technology with the recently released Red Arrows Promaster Air Navihawk, a £400 chronograph that expands the brand's popular collaboration with the RAF's famous aerobatic team.
The watch features a 40mm stainless steel case with design accents inspired by the Red Arrows aircraft. It is built with a sapphire crystal and packs functionality suited to a pilot's needs. Key features include:
- A 1/5 second chronograph that can measure up to 60 minutes.
- Dual 12/24 hour time displays.
- Substantial 200 metre water resistance.
- A practical date indicator.
Perhaps its most notable feature is the integration of Citizen's proprietary Eco-Drive technology. This system harnesses power from any light source, eliminating the need for battery replacements.
A New Dimension for Online Watch Shopping
This move by Citizen represents a significant step forward in bridging the gap between online browsing and the in-store experience. For customers, it removes the guesswork from buying a watch online, allowing them to assess the size, style, and fit of a timepiece digitally.
The tool is freely accessible and requires no special software beyond a smartphone and a computer. It provides a tangible solution to a common online shopping hurdle, potentially increasing consumer confidence when purchasing higher-value items like watches over the internet.
With dozens of models in its collection, from robust professional tools to elegant dress watches, Citizen's virtual try-on system offers a convenient and modern way to explore its entire catalogue from the comfort of your home.
