Watch enthusiasts can now experience the latest timepieces from Citizen on their own wrists without leaving home, thanks to a new virtual reality feature launched on the brand's website.
How the Virtual Try-On Experience Works
The world-renowned watchmaker has integrated a clever system that uses your smartphone and computer to create a realistic preview. To use it, you visit the Citizen website, select a watch, and scan a QR code. You then line up your wrist with an outline on your smartphone screen, and a high-quality image of you wearing the chosen watch instantly appears on your computer monitor.
This innovative tool works with any watch in the Citizen collection, from everyday models to exclusive limited editions, offering a novel solution for online shoppers.
Putting the Red Arrows Promaster to the Test
We tried the new tool with one of Citizen's latest releases: the Red Arrows Promaster Air Navihawk. This chronograph, priced at £400, is a fresh addition to the brand's ongoing collaboration with the RAF's famous aerobatic team.
The watch features a 40mm stainless steel case with design accents inspired by the Red Arrows jets. It is built with a pilot's needs in mind, topped with a sapphire crystal and packed with functionality.
Key features include:
- A 1/5 second chronograph that can measure up to 60 minutes.
- Dual 12/24 hour time displays.
- 200 metre water resistance.
- A date indicator.
Perhaps most impressively, it is equipped with Citizen's proprietary Eco-Drive technology. This system harnesses power from any light source, eliminating the need for a battery replacement.
A New Dimension for Online Watch Shopping
The introduction of this virtual try-on tool marks a significant step in blending high-end retail with accessible digital technology. For customers, it removes a key barrier of online shopping—the inability to see how a watch fits and looks on the wrist—before committing to a purchase or travelling to a physical store.
With dozens of models in the Citizen range, this tool provides a practical and engaging way to explore the entire collection from the comfort of your home. The virtual experience for the Red Arrows Promaster Air Navihawk, in particular, highlights the detailed craftsmanship and bold styling that might be harder to appreciate from standard product images alone.
This development, announced in December 2025, points to a future where augmented and virtual reality become standard tools for luxury and lifestyle e-commerce, offering a more confident and informed shopping experience.
