Citizen Watch Releases 'Sense of Time' Survey for Business Professionals

Citizen Watch Co., Ltd. (Headquarters: Nishi-Tokyo, Tokyo; President: Yoshitaka Ohji) has conducted a survey on 'time perception' among 400 business professionals nationwide, ahead of 'Time Day' on June 10.

Daily life is filled with ambiguous time-related expressions like 'mimei' (pre-dawn), 'gozen-sama' (returning after midnight), and 'chotto ippai' (a quick drink). While these suggest specific times, interpretations vary significantly among individuals. This survey explores how these expressions are perceived by modern people.

Key Findings: - 'Mimei' (pre-dawn): Now defined as 0:54 AM to 3:06 AM, showing an overall shift to the '0 o'clock hour.' - 'Gozen-sama' (returning after midnight): Now perceived as after 3:48 AM, with those in their 20s defining it as around 5:48 AM (the first train level). - 'Chotto ippai' (a quick drink): Lasts an average of 79 minutes; the sensation that 'a quick drink' equals over one hour remains unchanged from 20 years ago.

Recent years have seen major changes in communication styles and time usage due to diversified work styles and the widespread adoption of smartphones and the internet. Consequently, some expressions are being used with senses different from their original meanings, while others are becoming less familiar to younger generations.

This survey compares the 2026 results with similar data from 2006 to explore how perceptions of 'time words' have evolved over the past 20 years.

About Time Day: Established in 1920 by the Life Improvement League, June 10 was designated as 'Time Day' based on an entry in the 'Nihon Shoki' (Chronicles of Japan).

Survey Overview: Period: April 3–6, 2026 Target: 400 salaried business professionals nationwide (equal distribution across age groups 20s–50s+).