NEW CITIZEN: In a move designed to highlight a new commitment to the women’s market, Citizen Watch Co. has tapped singer Kelly Clarkson as its latest brand ambassador.

“In the coming year, Citizen will focus on the women’s market with fashion-forward styling and breakthrough technological innovations to meet the needs of modern women’s lives,” said Jeffrey Cohen, president of Citizen. “We feel that Kelly Clarkson ideally reflects the values of our brand. We admire how she continually builds on her talent to reach new heights in her music and performances, as well as her inspirational and accessible style. Also, as one of our key goals is to celebrate women’s’ lives — we feel that our customers will warmly relate to Kelly as she embraces her new roles as a wife and mother-to-be.”

This story first appeared in the December 17, 2013 issue of WWD. Subscribe Today.

Broadcast and print advertising featuring Clarkson will start running in the spring.

Clarkson joins New York Giant Eli Manning, tennis player Victoria Azarenka and race car driver Matt Kenseth as Citizen brand ambassadors.