Citizen Watches takes us on a journey through the history of its watchmaking in this charming and cleverly put together film from Wieden + Kennedy Tokyo and Amsterdam. Directed by Johan Kramer (the original co-founder of KesselsKramer) it shows watchmakers hard at work in different decades, with each era marked off by the caption "The End" in typography appropriate to its time. Kramer also used different cameras, including a 1930's hand-cranked 35mm camera and 1980's VHS, to denote each era. The ad ends with the tagline "Better Starts Now." The film is running on Citizen's website, in stores and will play at major sporting events sponsored by Citizen, including the US Open.