Citizen’s New Watch Is Unexpected, Collectible and Shockingly Cheap

One of the most respected names in all of watchmaking teams up with an unlikely partner for a small timepiece that’s big on charm.

Black analog wristwatch with white numbers and green second hand in clear plastic packaging.

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By Jack Seemer

Published April 22, 2026

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Updated April 23, 2026

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Well, here’s a collaboration you never saw coming.

Citizen, one of the most respected and innovative names in all of watchmaking, teams up with … a Japanese convenience store?

That’s right.

The result, an ultra-affordable timepiece titled simply as “Watch,” is the latest entry into FamilyMart’s apparel and accessories brand overseen by Hiromichi Ochiai of Facetasm fame.

Black analog wristwatch with white numbers and a black strap, shown with the strap buckle detached. — Simply titled “Watch,” the timepiece is a collaboration between Citizen and FamilyMart, one of Japan’s largest chains of *konbini* convenience stores.

All in good time

While this certainly isn’t a watch where specifics will make or break consumer sentiment, the engraved caseback does reveal a few details of note.

The first is that it uses the hugely popular no-date 2035 quartz caliber produced by Citizen subsidiary Miyota. It also boasts a perfectly respectable 100 meters of water resistance.

Back of a black watch with a stainless steel case back, water resistant to 10 bar, and black strap. — The watch features the hugely popular 2035 quartz caliber produced by Citizen subsidiary Miyota.

Black wristwatch with a white dial and black numerals worn on a wrist outdoors. — The 2035 is a three-hand no-date caliber. It’s one of the most widely distributed movements in the world.

Otherwise, the simple three-hand layout, acrylic crystal and plastic case give it the look and feel of a no-date Swatch or Casio, though the use of leaf hands distinguish it from your typical low-cost mall watch.

It also features subtle FamilyMart cobranding, with colored strap holes and a decorated seconds hand in line with the store’s corporate identity.

Black analog wristwatch with white numerals and a black silicone strap on a light surface. — Leaf hands are an unexpected touch that grounds the release in horological heritage.

Black strap with rectangular holes outlined in green, white, and blue on a light surface. — The band features colored strap holes in line with FamilyMart’s corporate identity.

At the end of the day, though, there’s little else to say about the limited-edition release selling out quickly in Japan according to Redditors.

It’s designed for one thing and one thing only: telling the time.

Perhaps that’s all you can ask of an $11 timepiece that goes by the name “Watch.”

Black analog wristwatch with white numbers and a black strap worn on a wrist. — The watch comes in two dial colors, white and black (pictured).

Availability and pricing

The Citizen x FamilyMart Watch is available now at FamilyMart locations throughout Japan.

It comes in two dial colors, white and black, and costs 1,817 Japanese yen (approximately $11) for shoppers lucky enough to find it in stock.

Black unisex wristwatch with white numerals in clear resealable plastic packaging.

Citizen x FamilyMart Watch

$11 at FamilyMart

About the Author:

Jack Seemer is the executive editor at Gear Patrol, with over a decade of experience in product journalism. He currently reports on a wide range of topics, including footwear, watches, EDC, cookware and more.

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