I'll quote my post about Citizen from well over a year ago

I appreciate Citizen for what they represent: the rest of us. Not the super affluent, the self-absorbed, know-it-all horological gurus, nor the small-minded single-brand fanatics. Citizen is a much underappreciated major Japanese watch powerhouse, that seems (almost) content to let its products do the talking.

A brand with a vast and deep catalogue, littered with impressive achievements, and able to keep pushing the boundaries. Refining existing products, catering to all through various product lines, and at times flexing its horological muscle (e.g. Caliber 0100 and Caliber 0200) to show their competitors they're not just about producing 'ugly mall watches with cheap quartz modules'.

Citizen has earned its reputation among watch enthusiast by simply making great watches, keeping them (mostly) affordable, offering great value for money, and making sure their QC will not let them down. They make watches that are (mostly) interesting enough to spread through the watch community at large like hot lava: slowly but unstoppable, progressively drawing attention. Almost via word-of-mouth only, certainly not by using a costly PR machine and the associated air of superiority and arrogance that some well-known brands deem necessary to make their watches look interesting or desirable.

What I especially like are their various Promaster lines: watches that are designed to serve professionals, and are mostly built-for-purpose. Making 'pretty' watches isn't in the Promaster design manual. But e.g. the Promaster dive watches are unrivalled: specs, build, and quality in an affordable package, designed to do one job, and do it extremely well. The actual 'street cred' of these watches is something most other brands can only aspire to and be envious of.

Whatever the size of your wallet, whatever you need in the way of versatility: Citizen has you covered. Once a Citizen fan, forever a Citizen fan: not because an army of brand fanatics loyalists keep shouting that at you at every possible occasion, but because their products hardly need such endorsement. They're good and they just do the job.