Citizen Watch UK has announced US singer/songwriter Kelly Clarkson as its Global Brand Ambassador. Kelly joins the team of Citizen Brand ambassadors including cricketer Kevin Pietersen, women’s tennis player Victoria Azarenka and New York Giants quarterback Eli Manning. The announcement sees a departure from a purely sporting focus and a shift of emphasis towards the women’s market. Mark Robinson, Managing Director of Citizen Watch UK said of the appointment: “With Citizen’s on-going strategy to develop brand awareness among female consumers, Kelly Clarkson reflects the ethos of the brand with her inspirational performances and accessible style as well as her global recognition. In the coming year, Citizen will focus on fashion-forward styling and breakthrough technological innovations to meet the demands of modern women. As we celebrate the female, we hope too that our customers will relate to Kelly as she embarks on the next phases of her life as a wife and mother-to-be.” Broadcast and print advertising featuring Kelly Clarkson in her new role will debut in SS14