A story about people fooling time and stealing one night from the planet. In a precisely planned window of time during late February, when the days were still long but before the sun no longer sets, photographer Simon Roberts and ex-NATO pilot Jonathan Nicol undertook the mission. Setting off from Reykjavik in Iceland, they moved to a new time zone each hour; with Simon capturing the moment with a photo of the setting sun, while the Eco-Drive SATELLITE WAVE F100 adjusted back to ensure they were living in the same hour.

Flying in the opposite direction to the Earth’s rotation, they were able to stay in the same moment of time and experience the same sunset over and over again - but in a new location. The team continuously kept up with the sunset for one night before landing at their final destination in the Artic Circle, with the mission ultimately resulting in a completely unique series of sunset imagery, taken at exactly the same hour and same minute, in the same day.

To demonstrate the watch’s unique ability, we undertook this ambitious “race against time” to chase the horizon and endeavor to live in the same hour for as long as humanly possible.

Setting off from Reykjavik in Iceland, the team moved to a new time zone each hour; with photographer Simon Roberts capturing the moment with a photo of the setting sun, while the watch adjusted back to ensure we were living in the same hour. Flying in the opposite direction to the Earth’s rotation, we were able to stay in the same moment of time and experience the same sunset over and over again - but in a new location. The team continuously kept up with the sunset for one night before landing at the final destination in the Artic Circle, with the mission ultimately resulting in a completely unique series of sunset imagery, taken at exactly the same hour and same minute, in the same day.

The resulting sunset images were then used to craft the global print and digital executions.

CHASING HORIZONS was the 84 year-old watchmaker’s first-ever global campaign. Citizen has leveraged the campaign through online media, such as New York Times and at the major airport hubs (Tokyo/Narita, Osaka/Kansai, Singapore/Changi, Germany/Frankfurt, London/Heathrow, New York/JFK), as a part of the global communication. The campaign was also introduced by major global media such as, Creativity“The Sun Never Stops Setting in This Epic, Globe-Circling Stunt by Watchmaker Citizen.” and in ADWEEK’s both digital and printed version. Chasing Horizons was also picked by Discovery Channel’s “Daily Planet” channel.

The image continued appearing at in major sporting events such as US 2014 Open, exhibitions by Citizen, stores around the world including the first flagship store in North America on NY’s Times Square, also the out-of-home imagery in Panama, Hong Kong, Shanghai, etc.