WOW was responsible for planning, directing and producing the concept movie for the “CITIZEN Brand 100th Anniversary Pocket Watch”, which was announced in March 2024. The movie depicts the journey of the first pocket watch through a time tunnel, gradually transforming from monochrome to color, and transforming into a new timepiece that carries on the legacy. It expresses how the thoughts and technologies have been continuously passed down to the “present”, 100 years after its birth. In addition, the spirit of Citizen's brand statement “BETTER STARTS NOW” is portrayed through live-action footage as the company looks ahead to the next 100 years.