The Tsuyosa hits the sweet spot with a new compact case size.
A nickname is often the clearest sign that a watch has crossed from commercial success into cultural traction, and few modern pieces illustrate this better than Citizen’s NJ015. Its moniker didn’t even originate in Japan; it reportedly surfaced in France, where enthusiasts began calling it the “Tsuyosa”, taken from the Japanese word for strength. The name stuck, spread across social media, and Citizen eventually made it official. What began as a relatively quiet Asia launch in 2021 snowballed through Europe in 2022 and the United States in 2023, becoming one of the brand’s best-selling watches. Now, the new 37mm version aims to broaden its appeal by distilling everything people loved about the original 40mm collection into a more compact, unisex size.
Part of the Tsuyosa’s success stems from how Citizen positioned the collection. At a time when demand for integrated-bracelet steel watches was accelerating, the Tsuyosa offered something refreshingly grounded: a fun, colourful, everyday mechanical watch that didn’t mimic luxury, but leaned into Citizen’s strength as an accessible manufacture. Its design nods to the popular late-1990s and early-2000s NH299 series without feeling derivative, delivering stainless steel construction, thoughtful finishing, and an aesthetic that feels sporty without trying too hard. Paired with sapphire glass, the workhorse Calibre 8210, and a suite of dial options ranging from subdued to vibrant to embellished, the Tsuyosa is trend-aware yet technically credible.
That popularity has fuelled a rapid evolution. Since the NJ015 debut, Citizen has rolled out guilloché dials, small-seconds variants, and bold colour updates. Even so, the shift to 37mm may be its most meaningful step. Citizen downsized it with restraint, preserving the barrel-shaped case, the recessed four o’clock crown, and the integrated three-link bracelet that defines its character. The watch appears a touch denser on the wrist, even though it is marginally slimmer at 11.5mm, but the slim polished bezel, chamfered surfaces, and sunburst dials keep the family identity intact. The collection launched with three dial colours: Ice Blue from the 40mm line, a new Pastel Pink, and a Dark Green rendered in a subtly updated hue. They’re complemented by two later additions – Purple and Blue – broadening the range of choices.
The self-winding Calibre 8210 continues to drive the Tsuyosa 37mm, operating at 21,600vph with approximately 42 hours of power reserve. Equipped with a hacking seconds feature, the movement is visible through the exhibition caseback, its finishing functional rather than decorative, but appropriate for a watch in this price tier. The stated accuracy range of –20 to +40 seconds a day is conservative, and many Tsuyosa owners will attest that the calibre typically outperforms its printed spec. Water resistance remains at 50m, perfectly adequate for an everyday steel sports watch that prioritises comfort over outright ruggedness.
The Citizen Tsuyosa 37mm is an excellent example of how to scale a hit without diluting it. It tightens proportions in a way that will please enthusiasts with smaller wrists and those seeking a refined GADA watch, while preserving the charm that made the original compelling. It's difficult to fault: a stylish and distinctly modern expression of accessible horology that can comfortably sit in a beginner’s collection or become part of a more seasoned enthusiast’s regular rotation.
