Citizen Marks 100 with a Major Partnership

WatchesApr 04, 2018

Citizen Marks 100 with a Major Partnership

The watch brand’s name will be all over one of the world’s most well-known theme parks.

Basel--Citizen is celebrating its 100th anniversary by inking a partnership with one of the world’s most well-known companies: Disney.

Under its just-announced partnership with The Walt Disney Company, Citizen becomes the official timepiece of the Walt Disney World Resort in Lake Buena Vista (Orlando), Florida and of Disneyland in Anaheim, California.

What this means is that the Citizen logo will be on all the clocks on Main Street U.S.A.—the stretch of street leading up to Cinderella’s castle—in the Magic Kingdom, on the Main Street U.S.A. clock at Disneyland, and on certain analog ride clocks (e.g., the Mad Tea Party). It also will be on select FastPass clocks in the parks.

Both Disneyworld and Disneyland will be selling Citizen watches with designs exclusive to the parks, as well as limited-edition watches produced for certain Marvel movies.

Citizen confirmed it will have additional licenses for Disney watches that can be sold outside the parks through its network of retailers, though no further details are available at this time.

At an interview conducted at the Baselworld show, Jeffrey Cohen, president of Citizen Watch America, said this is the first time a collaboration of this extent has been done in the watch category.

“It really positions Citizen as a leader in the industry,” he said, pointing out that Disney is selective about the brands with which it partners, mainly choosing large, world-class “power brands,” like Coca-Cola.

It was Disney that approached Citizen because the company wanted a global watch brand with staying power, not a brand that’s “hot for 10 minutes and goes away,” Cohen said, adding: “You see a lot of that in the industry.”

“They do their research in a big way on brands and what consumers feel about that brand.”

Citizen’s Disney partnership also makes the watch company the official timekeeper of runDisney race event weekends at Disney World in Orlando, and a sponsor of Disney Dreamers Academy, a four-day event for high schoolers held annually at Disney World.

For Marvel, the superhero-centric media company Disney acquired in 2009, Citizen is sponsoring the Marvel Minute and other digital content on this year, and will be a red carpet sponsor for the release of “Avengers: Infinity War,” which is set for April 27.

The watch company also will participate with Marvel in the San Diego Comic-Con this year.

The announcement of the Citizen-Disney partnership comes as Citizen celebrates its 100th anniversary.

“We sell America, we sell the people,” Cohen said.

“Citizen, the name is synonymous with the people, and Citizen wants all people to enjoy its products, and Disney has the same philosophy we do.”
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

CollectionsJun 18, 2021
Piece of the Week: Colette’s Rainbow Eye Pendant

It’s a new addition to the designer’s charm collection.

FinancialsJun 18, 2021
Jewelry Sales Surge in May, Says Mastercard

U.S. jewelry sales were up more than 200 percent year-over-year in May while also exceeding pre-pandemic levels.

Recorded WebinarsJun 17, 2021
Watch: How to Ace the Branding Game

Simon Mortimer offers must-know branding basics for companies that are just starting out or looking for a refresh.

Brought to you by
How to Engage and Sell to Millennials

Millennials were once feared in the diamond industry, but now this younger generation has become today’s largest diamond buying demographic.

CollectionsJun 17, 2021
Foundrae Has an Epic Charitable Giveaway in Honor of Juneteenth

All proceeds of “Juneteenth Medallion” sales, as well as raffle tickets, benefit organizations that support BIPOC.

Weekly QuizMay 20, 2021
This Week's Quiz
Test your knowledge of jewelry news from the week of June 14-18, 2021.
Take the Quiz
SourcingJun 17, 2021
Le Vian Donates Aquaprase Specimens, Jewels to New York’s AMNH

Two rough stones, three polished gems, and two jewels are in the museum’s redesigned gem and mineral halls.

MajorsJun 17, 2021
Mall Owner Washington Prime Group Files for Chapter 11

The company is implementing a restructuring plan after struggling amid the COVID-19 pandemic.

Brought to you by
A New Golden Age

Gold has had its share of ups and downs over the last 5 decades. Here’s why the metal is having another big comeback.

TrendsJun 17, 2021
Amanda’s Style File: For the Fellas

In honor of Father’s Day, Amanda Gizzi rounds up gifts for Dad.