As a part of its global branding activities, CITIZEN, the internationally renowned Japanese watchmaker, participates at Milan Design Week  transforming “light” to “time to explore a new “future” together.

LIGHT is TIME is the “art installation”  developed by Tsuyoshi Tane of DGT Architects, a renowned Paris-based architect, together with CITIZEN’s in-house design team. 80,000 watches’ plates suspended in air create an inspirational space at La Triennale di Milano.

Among other highlights, a pocket watch from the 1920s and the latest model will also be on exhibit. “This rare timepiece will show visitors a glimpse of the origin of CITIZEN. Combined with our latest line-up and the art installation, the entire exhibit will reinforce our world-class brand and hopefully allow visitors to better understand the allure of Citizen Design and what our watch-making craftsmanship are all about” comment at Citizen’s.

With “LIGHT is TIME” CItizen topped its Milano debut winning the Best Entertaininge Best Sound price at Milan Design Award 2014.

Credits: @CITIZEN