Citizen Watch

To celebrate the grand opening of Citizen Watch America’s first-ever U.S. flagship store, the brand partnered with Render Impact to create custom 3D motion content for two major placements: their digital billboard in Times Square and a series of street-level bus shelters along 5th Avenue. The challenge was to create standout visual content that could showcase all five watch brands – Citizen, Bulova, Accutron, Frederique Constant, and Alpina – in a cohesive and elevated way.

Our Approach

We developed a hero motion loop that gave each brand its own dedicated moment, while maintaining a unified visual tone across the piece. Every watch was treated as its own “conversation piece,” placed in a stylized 3D environment that reflected its design, audience, and brand positioning.

Citizen Watch Storefront

For the Times Square screen, we focused on strong vertical compositions, bold imagery, and clear pacing to capture attention in a fast-moving environment. Each transition was crafted to feel fluid, elegant, and unmistakably premium.

Bus Shelter Screens

The 5th Avenue bus shelter digital-out-of-home (DOOH) screens were treated as a high-visibility extension of the flagship launch. These loops used similar motion principles and featured large-scale hero shots of each watch to draw in local foot traffic, tourists, and passersby during the peak holiday shopping week

Precision in Every Pixel

These are luxury timepieces, meaning every detail matters. We meticulously hand-modeled each watch in 3D, ensuring that case shapes, dial textures, crown details, and material finishes were represented with total accuracy. From the subtle reflectivity of a sapphire crystal to the distinct contours of each brand’s signature design, our goal was to capture the essence of these watches – not just visually, but emotionally.

High-end audiences notice the difference. In a setting like Times Square or 5th Avenue, where everything is competing for attention, authenticity and precision make the content feel elevated and credible.

Excellent work, Render Impact team! This turned out better than we had expected. Thank you for your hard work and attention to detail. We couldn't be happier!
Sam King, SVP & Creative Director

Outcome

The final content helped mark a major milestone for Citizen Watch Group: the debut of their first multi-brand brick-and-mortar store in the U.S., located at 605 Fifth Avenue. By combining purposeful motion design with high-end product visuals, Render Impact delivered a launch moment worthy of the setting – just steps from Rockefeller Center and in one of the most high-traffic corridors in Manhattan.

The store officially opened to the public in December 2023, with digital content featured across Times Square and 20 bus shelters up and down 5th Avenue during the December holiday shopping season.

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