He is also known for naming the brand for a watch company, CITIZEN Watch Co., Ltd., (as the president of the company was his friend and asked for a name of a new pocket watch, he gave the name CITIZEN to the watch "to be loved by citizens of Japan."
新平はシチズン時計の名付け親でもある（彼と親交のあった社長から新作懐中時計の命名を頼まれ、「市民から愛されるように」とCITIZENの名を贈った）。