Currently, "Tsuyosa" (meaning "strength" in Japanese) is a collection of affordable yet sophisticated mechanical Citizen watches for everyday wear.
At present, the Citizen Tsuyosa family consists of two main model families, including the Citizen Tsuyosa Automatic with central seconds, and the very similar Citizen Tsuyosa Small Second, which I am reviewing here today. All these watches have the same 40mm wide cases and bracelet/strap options but differ in dials and movements.
The Citizen Tsuyosa Small Second watches are slightly more expensive than the standard versions with central seconds and automatic winding, featuring a textured dial with a guilloché pattern and an automatic movement with an additional seconds sub-dial located above the "6 o'clock" hour marker. These changes lend the Tsuyosa Small Second model a somewhat more decorative and retro character, adding a bit more formality and elegance to the very versatile collection of dress watches (which has become more modern and fun due to the availability of several truly vibrant dial color options). This particular version in khaki green is reference NK5010-51X, although the watches are also available in blue (NK5010-51L) and gray (NK5010-01H; sold on a leather strap).
For this price, there is much to admire here. Citizen offers a range of much more expensive mechanical watches, but what makes the Tsuyosa special is its focus on affordability for buyers who cannot spend more than $1000 on a wristwatch. Accordingly, most Citizen Tsuyosa watches have a "street price" of under $400 USD, making them very attractive to people who want to own classic mechanical watches of this style but are not willing to pay serious money for luxury.
The 40mm wide Tsuyosa case is made of polished steel and is water-resistant up to 50 meters. The case thickness is about 12mm, and the dial is covered by flat sapphire crystal. The case is not too long - 45mm from lug to lug. However, due to the case's thickness and wide lugs, the watch appears large despite the proportions. The case includes a quick-release feature for the bracelet or strap. This is useful, but you will need to purchase special straps that fit this and other compatible Tsuyosa cases.
Speaking of the steel bracelet: It's good, but my only gripe is the lack of sufficiently tapering links (they taper slightly right next to where the bracelet connects to the case). However, this would increase the watch's price, as it would mean manufacturing a lot more parts. The 20mm wide bracelet feels slightly bulky compared to the case dimensions. To lend the case elegance and not interfere with the crown, Citizen designed the Tsuyosa case with a smaller crown located at the "4 o'clock" position on the case, reminiscent of watches from the 1970s and 1980s, which this overall style evokes.
This is perhaps my biggest compliment to the Citizen Tsuyosa Small Second: very much like a positive homage to Japanese dress watches from several decades ago, only released and styled for today's generation of watch lovers. Combining clear features of European luxury watches with Japanese craftsmanship and value, the automatic Citizen Tsuyosa watches represent a stylish look in a serious package that enthusiasts can easily recognize as a "good deal".
What will be attractive to many in this particular Tsuyosa Small Second family is not so much the movement as the textured dial design with a sub-seconds dial. Although it is not a genuine hand-finished guilloché dial with a rose engine (a high-craft element available in more expensive luxury watches), the stamped guilloché-style dial on the Tsuyosa Small Second is well-executed and well-colored. The overall dial design is not only stylish but also legible thanks to the applied hour markers and hands coated with lume. Let me also note the restraint in Citizen's design: the dial remains functional and minimalist, without excessive text.
Through the window on the back of the watch case, you can admire the proprietary mechanical movement. This is the Citizen caliber 8322 - an interesting and still rarely seen movement from Citizen. Based on the budget-friendly 8000 series mechanical movement family, it is somewhat simpler and operates at a frequency of 3 Hz. But Citizen has put more effort into decorating the movement and improving its performance. The "view from the back" of these Citizen Tsuyosa Small Second is clearly more beautiful than the view of the movement on the Citizen Tsuyosa Automatic. Moreover, the caliber 8322 has a 60-hour power reserve. In some sense, this is Citizen's answer to the (slightly more expensive) Powermatic 80 family of automatic mechanical movements from Swatch Group.
Most Citizen watches with more expensive movements based on the 9000 series cost at least twice as much (for example, models from the Citizen Series 8 family) than the regular Tsuyosa watches. Citizen is specifically trying to enter the market with Tsuyosa watches at an affordable price, offering value and enjoyment while giving enthusiasts a reason to pay attention to the more elite watches produced by the brand. A few years ago, I talked about mechanical watches becoming a serious part of Citizen's strategy in the future (in addition to popular products like quartz watches with Eco-Drive technology), and this has proven true. Few major watch brands can offer such a number of mechanical watches at such a good price.
If you overlook the design quirks (like the thicker and wider bracelet), the Citizen Tsuyosa Small Second is a very competent and beautiful watch. They are perfect for those who want modern mechanical watches in retro style or smart watches for everyday wear for just a few hundred dollars. Such watches are generally timeless and will remain relevant for years to come. Buyers will have a hard time deciding which version to purchase. With the availability of many colors and movements, searching among the existing models of Citizen Tsuyosa Small Second and Automatic will allow fans to find something that fully matches their tastes and character.
The price of the Citizen Tsuyosa Small Second NK5010 is $550 USD for the gray model on a leather case, while the two models on steel bracelets are priced at $595 USD. Learn more on the Citizen website.