CITIZEN L is a women's watch brand that Citizen Watch has been expanding into approximately 50 countries worldwide since 2012, primarily in North America. Under the supervision of fashion journalist and brand advisor Yoshiko Ikoma, and with architect Sou Fujimoto as design advisor, the brand has launched the iconic CITIZEN L Ambiluna line. The full lineup of 20 models will be available in Japan from September 2016. The brand's concept is "Beauty is Beauty" -- "Beautiful things are born from a beautiful mind; inner beauty radiates outer beauty." This defines CITIZEN L as a new women's watch brand, offering designs that will make you want to wear them for a long time, like jewelry, through ethical manufacturing and solar-powered Eco-Drive technology. CITIZEN L's commitment to ethics is particularly strong, as seen in the "CITIZEN L Ethical Commitment." The brand will develop as a women's watch brand that practices ethical manufacturing, including disclosing product ingredient lists and CO2 emissions, and declaring itself DRC conflict-free. Its production process is considerate of people, society, the environment, and the planet, and considers material sourcing and reuse.

The name "CITIZEN L Ambiluna," the iconic CITIZEN L line, is a combination of "ambi-," a prefix used in words like "ambient," referring to an environment filled with light and breezes, and "ambiguity," which connotes ambiguity, and "luna," which evokes the transitions and mystical power of nature. This collection incorporates traditional Japanese craftsmanship, such as Nishijin-ori (woven fabric) and lacquerware, to preserve the power of handmade craftsmanship. In addition to the standard model, a limited edition model (1,000 pieces worldwide) will be sold, packaged in a paulownia wood box and featuring a bangle and clutch bag made from the original Nishijin-ori textile.