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Citizen is a Japanese watch company well known for its technical precision, quality, innovation and eye for design. Founded on principles that elevate society above self, Citizen has been producing timepieces for “all citizens of the world to enjoy” for over 100 years. While following this mantra means producing pieces for the average person, it also means producing time pieces for those who live a life full of adventure, those that seek to go deeper, go higher, and go farther than others have before. For these people, the Promaster line of watches was created.
In early July, I received an invitation from Citizen to “join us on an extreme adventure in the Canadian Rockies as we celebrate Citizen Promaster’s 35th Anniversary with Team Promaster.” I instantly accepted despite not knowing what was in store. As I began preparing for this trip, I wanted to dive deeper into the history of Citizen as a brand, and their collection of Promaster watches, to expand my knowledge and hopefully gain some idea of what I’d be getting myself into. Now, Citizen states that “Promaster isn’t just a collection—it’s a mindset and a pursuit of endurance—a symbol of excellence, passion, and performance,” and after the adventure we went on, I can say it’s the truth. Each day saw us pushing ourselves to go higher, go deeper, and go farther than we did the day before.
In order to truly experience the Promaster line of watches, Citizen graciously allowed each of us to choose a watch we felt was appropriate for the trip, from either the new 35th anniversary models, or some of the legacy staples of the collection. Staying true to my personal style and wanting something I knew could survive anything I threw at it, I selected the 35th anniversary edition of the Citizen Promaster Automatic diver, commonly known as the “Fujitsubo.” This watch, who’s nickname is Japanese for barnacle, comes in at 41mm in diameter and has several great features; super titanium case, 200 meters of water resistance, a divers extension on the bracelet, and beautifully combines brushed titanium with a polished blue bezel wrapped around a semi gloss black bezel insert. Overall, this watch feels amazing on the wrist while looking great in a business environment or on the water.
Let’s start from the beginning and work through each adventure we had, as we set out to experience everything Citizen’s Promaster collection stands for, covering air, land, and sea.
Day 1: From Blue Skies to Frigid Waters
As I finished my final gear check on Sunday night and crawled into bed, I was absolutely buzzing with excitement. Despite trying for hours, I managed only two hours of sleep before my alarm went off, jolting me from the light sleep I was in and kicking this adventure off. It’s amazing how quickly you can traverse New York City at 3 AM, as my Lyft took less than 20 minutes to drop me off at the airport. After clearing security and arriving at my gate, I was joined by Melissa, part of the Citizen brand team joining us on this trip. While we had met before, it was great to chat and learn more about each other, her work at Citizen, and the adventures in store for us before boarding our first flight.
After two flights and clearing customs, I got a chance to meet some of the crew that I’d spend the next week with as we traveled from Calgary to Banff via a shuttle bus. Every person within this first group had very different backgrounds: Nurys and Horacio are athletes and influencers, Bradley is an influencer and content creator, and Jody is part of Team Promaster with more years of adventure than I’ve been alive. Shortly after we arrived at the hotel, we were joined by the rest of the adventure crew, and began our first excursion of the week.
Setting out from our hotel, the Juniper Lodge, we headed towards Lake Louise for our “sea” themed segment of the trip. Yes, I know Lake Louise is a lake, but it was the biggest body of water that we traveled to, and was perfectly suitable for our water based activities. Given how land locked Banff is, I think it was a great stand in. For those of you who don’t know much about Lake Louise, it’s one of the most photographed lakes in Canada, if not the world, due to its vibrant teal/ turquoise waters and mountainous background. Here we would split into groups for Canoeing on the lake. I’m happy to report that my group and I made it out and back without flipping our canoe, something we saw happen during our safety briefing. That said, we didn’t stay dry for long, as we had a cold plunge in store for us. I’d love to tell you that I gracefully walked into the lake, sat down in the water and dealt with the cold like a professional would, but that’s not at all what happened. I made it exactly three steps into the lake before I slipped on a mossy rock, plunging myself into the water much deeper and faster than I ever intended. However, once I was committed, I noticed that I was able to settle into a breathing rhythm and quickly adjusted to the cold. I can honestly say that I have a newfound respect for those people who willingly subject themselves to a cold plunge on a regular occurrence, but it’s not something you’ll find me doing again any time soon.
Day 2: Chasing a Sunrise and Jumping Off Cliffs
Not long after we returned to the hotel, a small number of our crew gathered in the lobby at 3 AM to depart for Moraine Lake, kicking off the land focused segment of the trip, hoping for clear skies and a beautiful sunrise. Moraine Lake, much like Lake Louise, is another glacier fed lake known for its beautiful, vibrant colored water and scenic views. While still pitch black, our crew was dropped off just outside of Moraine Lodge, where we would embark on a short .8 Km hike along the Rockpile Trail heading for a scenic overlook. This trail isn’t very difficult, but doing it on 2 hours of sleep and in the dark adds a significant level of complexity. Arriving at the overlook right as blue hour began, I was able to secure a stable position for my tripod and begin snapping photos with the intent of creating a sunrise timelapse, and even try my hand at astrophotography. While my astro photos didn’t turn out well my timelapse turned out rather nicely, and I was able to capture a handful or other photos that I’m quite proud of. Unfortunately, we were on a tight timeline as we had other activities planned that day, but I could have easily spent a full day at Moraine exploring the areas around the lodge and enjoying the scenic views.
After our early excursion, we had a quick breakfast at the hotel and re-geared for a canyoning adventure with Team Promaster’s very own Will Gadd. Will is a world renowned ice climber, three time X-Game gold medalist, and from the way I heard people talk about him, a living legend in the Canadian rockies. While it would take an entire book to tell Will’s story, I can tell you from experience that he’s an amazing guy with a true passion for adventure, and willing to help those around him develop new skills and push their limits.
After we hiked to the mouth of Heart Creek Canyon, we began rappelling our way down through Heart Creek. It was here that I subjected the Fujitsubo, or rather its sapphire crystal and Super Titanium case to its ultimate test. During my second repel, I lost my footing and slammed into a rock wall, smacking the crystal and sliding the case against a rock wall for about 10 feet. For some watches, this would have been their demise, but I’m happy to report that the Fujitsubo suffered no visible damage, and continues to keep accurate time. Saying I’m impressed with this watch would be a massive understatement. After several more rappels, we reached what’s considered the “lower” section of canyon, containing our final descent, a 20M (60 Ft) rappel down the side of an active waterfall. This waterfall is fed by an underground spring, resulting in frigid water temps (colder than Lake Louise).
While the bulk of our group was content with the standard path (which mostly kept you out of the water), I noticed Will Gadd eyeing a secondary route. With a level of precision I’ve never seen before, Will and several of the canyoning guides rigged up a new route that would drop Will through the middle of the waterfall, giving him the ultimate cold shower as he made the descent. Seeing what was about to happen, I was able to find a good vantage point, hanging off a cliff (don’t worry, one of the guides made sure I was secured by rope and harness), allowing me to capture the shot you see below. On the right side of the image is Tyson Apostol (a previous “Survivor” winner and pickleball enthusiast) taking the standard descent route, while Will Gadd receives an ice cold shower descending on the left side in the waterfall. While Both Tyson and Will have on cold water wetsuits, I can tell you from experience that the wetsuit may help, but it doesn’t block the cold out entirely.
Day 3: My First Helicopter Ride
Our third day of the trip started a bit later, and saw us leaving the Juniper Hotel at 6 AM, departing towards British Columbia. Along the way, we were able to see more of the great Canadian wilderness while spending more time together as a team. Roughly two hours after we left the hotel, we pulled off the highway onto a nondescript gravel road. Getting a chance to stretch our legs, the quiet of the countryside was interrupted by a distinct, receptive thwop-ing sound, which grew louder and louder until it finally came into view, a Bell 212HP helicopter, the vehicle that would take us on the next leg of our journey and kick off our air themed segment. After a short, but thorough safety briefing from our pilot, we began loading for my first helicopter flight.
While I’ve experienced air travel on planes of all sizes, riding inside a helicopter is an entirely different animal. During all of our flights, I never once experienced any kind of turbulence despite some extreme winds around the mountains, but there is a constant vibration that you feel in your bones and the noise level is significantly higher. If ever given the choice, I would gladly take a helicopter instead of an airplane, despite the increased vibrations and noise levels. Our first flight, a short 10 minute ride, brought us over some farmland and into the mountains, revealing a gorgeous landscape surrounding the CMH Bugaboos Lodge, which would be our home base for the next few days.
After being given a short tour of the lodge, having my weight taken to balance the helicopter load, borrowing some rain gear and boots (believe it or not, I actually don’t have any rain pants, and my boots were soaked from the previous days canyoning experience), we ate a wonderful lunch and headed back out for our first heli-hike. Heli-hiking, as the name might imply, involves a helicopter ride to a remote location, and then hiking from there. You might think that this is cheating (and it kind of is), but it allows people to reach higher altitudes and unique viewpoints that aren’t accessible by foot, or would take several days to reach. We landed on a ridge line and hiked along it, allowing us to take in the views, meet our guides, and determine what level of pace we could handle moving forward. On this ridge would be where we’d snap our group photo, all 20 of us plus 3 of the expert guides from CMH, who, over the next few days, would lead us to new heights, breathtaking views, and ensure that all of us made it safely off the mountains. Continuing on our hike, I’d reach my personal summit of the day, roughly 8,200 Ft above sea level, before deciding to stop and take in the views with some new friends.
Heading back to the lodge, we marveled at the mountain surrounding us, reminding us just how small we truly are in the grand scheme of the world around us, and mentally preparing for our next day of adventure. Gathering on the main floor of the lodge, we sat around, shared stories, and learned more about each other. It was here that I had a chance to speak with Jody MacDonald, a renowned photographer and adventurer. To date, Jody has sailed around the world twice, worked on countless photography projects, won numerous awards, and has recently joined Citizen’s Team Promaster. I got to hear first hand how she entered the industry, as an editor for Mountain Hardware Company, before staking out on her own adventures and refining her impressive skill set. I gained some valuable personal insight on what my journey might look like as I aspire to one day shoot for National Geographic. After we had a chance to chat more, everyone gathered for a family style dinner, where we’d eat, tell stories and share laughs. Following dinner, Will Gadd gave us a presentation on the Canadian Rockies, his life story, and his approach to managing dangers and risks that you may encounter in life.
Day 4: Heli-Hiking in the Bugaboos, Climbing with Will Gadd
After three days of adrenaline-filled adventures and pushing myself, I had every intention of sleeping in on day four, but I wound up waking around 5:30 AM mountain time, which was perfect for watching the sunrise on the Bugaboo Spire and surrounding mountain peaks while working through some photography edits. Compared to the past three days, this was a nice change of pace and gave me a ton of energy as I went into breakfast and got ready for a full day of hiking.
Today, our group would be split up as some went for additional heli-hikes, while others went on a via ferrata adventure. The via ferrata, Italian for “iron path”, is a secured route along the side of a cliff, providing an easier route to the summit compared to traditional climbing, but still mentally challenging and physically demanding for the participants. While the rest of our group was literally climbing the side of a mountain, a smaller group of people (myself included) headed out on another heli-hiking excursion. We started off by landing on a plateau where we hiked out towards a cliff overlooking a glacier lake. Along the way, we were able to challenge ourselves by climbing over various boulders and obstacles, or take it easy and hike along a more open route.
In contrast to some of the other hikes and locations we would go, the terrain near us was much flatter and greener, offering depth for photos and gorgeous views. Lifting off from our first location, we took a short flight around the fountain and touched down alongside a stream being fueled by glacier runoff. While this creek was equally as cold as any other bit of water we touched, this one was roaring as it flowed past, and would have likely carried anything, or anyone who fell into it. Thankfully, no one from our group went for an unplanned swim. As we hiked along this stream, the terrain started very rocky, but quickly settled into a gravel as we entered a canyon lined with granite walls, and car sized boulders littering the area. Personally, I like granite countertops and the way they look, but being inside of a canyon with granite walls, while hiking through a loose granite gravel, gives you an entirely new respect for the material. Reaching the source of the roaring creek, we were greeted by another teal blue lake, surrounded by white granite boulders, a stark but beautiful contrast of colors. Just as the water stood out against the granite, so did the brushed titanium and blue accents of the Fujitsubo on my wrist.
With our group now having hiked in two locations while the other group completed their via ferrata, it was time to regroup for lunch. Until now, I could tell that our pilot was a skilled pilot, but our next landing would really drive this fact home. Touching down on a slate ridge top barely big enough for the helicopter skids, our guide had me carefully scale down several feet before instructing me, through gestures that I interpreted to mean “stop here, no on past you or they might fall off” while he went to unload our packs from the helicopter’s side bin. I can happily say that no one slid down the mountain, and we all enjoyed the most scenic lunch I’ve ever had. Something about eating a sack lunch on top of a mountain, sitting at roughly 8,000 Ft in elevation, just makes it taste so much better. Somewhere off in the distance, we could hear rocks fall from their cliff face and tumble down, a stark reminder that nature is ever changing and you have to pay attention to your surroundings at all times.
With full bellies and new found energy, we set off on another hike, down the slate ridge we were currently on, making our way down 600 ft in elevation towards Cobalt Lake and stopping for a quick water break. Taking in the views, we chatted with our guides about their lifestyle, how they came to join CMH, and what they had done before. One of our Guides, Will (Not Will Gadd), had actually spent some time in NYC years before I moved here, but we both enjoyed chatting about areas we knew and enjoyed frequenting. Feeling refreshed, we set back out along the Ridgeline, regaining another 300 ft of elevation, summiting one peak, and carrying on back down to our final peak – a scenic overlook where we would finish for the day.
Thinking ahead to my return home, I made the decision to do my laundry at the lodge, because it would save me time when I returned to NYC, and it was free. While putting my clothes in the drier, I ran into Will Gadd who was bouldering on the indoor climbing wall. While I was more than happy to watch a literal master at work on the wall, Will had other ideas and challenged me to grab a pair of shoes and join him. Despite being exhausted from the days before, I realized that I likely wouldn’t have this opportunity again and joined in. I mean, who wouldn’t take the chance to climb with the guy who literally wrote the book on climbing in the Rockies? Recalling some climbing experience from years ago, I managed to make it most of the way along the wall before beginning to struggle. Without hesitation, Will began to coach me, giving verbal tips and demonstrating fundamental techniques that I could use to quickly improve my skills. I still have a ton to learn, but I can say that I’ve climbed alongside the one and only Will Gadd. Shortly after, we were joined by several other members of our group, including William Drumm, another member of Team Promaster, known for his underwater photography and diving expertise.
Day 5: The Final Ride
Packing up on Friday morning, there was a somber mood in the atmosphere, as a section of our group were heading home, myself included. Joining everyone for breakfast, it was clear that we all wanted to stay another day, as we had become great friends and didn’t know when we’d meet again. Some of us are in the watch industry and will likely run into each other at various trade events, but the rest of our group is geographically spread out, and works in various other industries (lifestyle journalism, content creation, and fashion, to name a few). As if the mountain themself didn’t want us to go, a rain storm had blown in, with fog covering the peaks of the mountains around us. With a small break in the rain, we flew out of the foothills one final time, saying goodbye to the lodge, ancient mountains, and our newly minted friendships. Given the opportunity, I think each and every person on this trip would turn back time to repeat this adventure. I know I certainly would.
Final Thoughts
We set out on a week-long adventure with the intent of experiencing and celebrating everything that Citizen’s Promaster line of watches stands for. It’s clear to me that Citizen set out to provide a line of watches for those who live a life of adventure, the ones who take the road less traveled, and find enjoyment in being in situations where others would never dare to go. These adventurers require a watch that can handle abuse, getting drenched, and being slammed against a rock wall, while still maintaining accurate time. The Fujitsubo on my wrist is proof that these watches are designed to be tough, and they will continue working when you find yourself in extreme environments. Looking at Citizen’s own language on the Promaster (they discuss it in terms of a mindset, and a “pursuit of excellence”), I have to say I agree. Even though I’m not the most physically fit person out there, all week long I felt inspired to push myself in each discipline we experienced, whether on land, in the air, or in the frigid Canadian waters.
Early in the week, the citizen team asked us “what would we find beyond your limits?” I have my answer now. I found happiness, knowing that I was fortunate enough to go on this adventure while being able to push myself physically, and I found inspiration to work on myself, to become more physically active and seek more adventures. On this trip, I’ve made memories that I’ll never forget, and found where my personal boundaries lie. From here, I can work on pushing myself beyond these limits, while preparing for my next adventure. Citizen
