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Citizen Eco-Drive Proximity watch notifies iPhone owners without betraying their nerd status

Jon Fingas , @jonfingas

It's hard to deny that Bluetooth watches usually lack the social graces you need when dressing to impress. Citizen doesn't want to leave you a binary choice between technology and poshness, however. The company's upcoming Eco-Drive Proximity watch has all the respectability of an analog steel timepiece, but it quietly syncs to an iPhone 4S (or newer) through Bluetooth 4.0. Miss a call, get a message or approach a meeting, and the seconds hand will point to a word on the dial indicating what needs attention -- there's no broadcasting your geek credentials to everyone in the room. The iPhone syncs its time with the watch if you're so inclined, and a search mode will ping the handset if it's lost under the couch. Expect to pay $550, or about as much as many mid-tier quartz watches, when the Proximity goes on sale in the fall. It's certainly not a trivial price next to other Bluetooth watches, but the public acceptance factor may be more than worth the premium.