Citizen remade its entire image when it launched the Tsuyosa sports watch in 2022.
The watch featured an automatic movement — a rarity at the time for the brand most associated with solar-powered quartz watches, a stylish design that merged classic Rolex aesthetics with the white-hot integrated sports genre and, perhaps best of all, came in at an absurdly low price point below $500.

In the three years since its debut, the Tsuyosa has become a flagship watch for Citizen and a symbol of the Japanese brand’s enthusiast-driven resurgence. Global sales for the brand have been increasing even as much of the rest of the watch industry has slumped, and Citizen even saw record profits in the UK for its most recent fiscal year.
I don’t foresee the fortunes of Citizen or the Tsuyosa changing for the worse any time soon, especially with Citizen’s launch of the new Tsuyosa 60. It’s a souped-up version of the sports watch that introduces fancier finishes, a more premium movement and more Rolex vibes than ever.
Jubilee celebration

The Tsuyosa 60 makes several significant updates over the standard model. For starters, the dial trades in the more plain sunburst finish for a radial, textured pattern that imitates guilloché. This appears identical to the dial texture that was previously only available on the small-seconds version of the watch and adds a more dynamic, classier look.