Citizen Watch's Barbara Garces on What it Takes to Transform a Legacy Brand
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Melissa Campanelli interviews Barbara Garces, chief digital officer of Citizen Watch America, the U.S. arm of global watch and accessories manufacturer Citizen Watch Group. Listen in as Garces shares why effective leaders communicate a clear vision and empower their teams (1:15), how she balances innovation with daily business needs (4:00), and offers change management best practices for leaders driving transformation (7:15).
In addition, Garces discusses celebrating small wins (10:00), staying agile to respond to changing consumer expectations (11:15), and the opportunities driven by artificial intelligence across retail and at Citizen Watch (14:30). Lastly, she shares what keeps her inspired and motivated as a leader in the digital retail space (17:00).
Barbara Garces has served as chief digital officer of Citizen Watch America since 2017, when she was appointed as the company’s first CDO to lead its digital consumer transformation. In this role, she oversees the vision, development and execution of the company’s digital strategy across its portfolio of watch brands, with a focus on accelerating DTC e-commerce growth, deepening consumer engagement, and integrating emerging technologies to enhance the customer experience — while also supporting Citizen’s valued retail partner network.
Prior to joining Citizen Watch America, Garces built a distinguished career at the intersection of digital commerce, digital marketing, and digital brand experience. She served as vice president of wholesale digital and e-commerce at Ralph Lauren, where she helped create and evolve the wholesale digital strategy for one of the world’s most recognized fashion brands. She also held e-commerce and online marketing roles at Godiva Chocolatier and The Metropolitan Museum of Art. An active thought leader in digital retail and leadership, Garces brings deep expertise in B2B and B2C e-commerce, omnichannel transformation, and consumer-focused innovation.
Date: June 9, 2026
Credits: Barbara Garces
Duration: 19:34
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