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If you fly westward at just the right speed, at just the right latitude, you can witness a perpetual sunset—a ghostly twilight that lingers, hour after hour, as you cross from one time zone to the next. For Citizen Watches, this was an intriguing thought—and soon became a compelling challenge, as the brand decided such a stunt would be a great way to show off its new Eco-Drive Satellite Wave F100 watch, which automatically adjusts to a new time zone in just three seconds.
Soon, Wieden + Kennedy's Amsterdam and Tokyo offices were deep into planning just such a flight.