Supplier BulletinMay 08, 2024
Fusing Past and Present at the Las Vegas Antique Jewelry & Watch ShowSponsored by the Las Vegas Antique Jewelry and Watch Show
WatchesNov 16, 2018
White Rabbit Rushes Around in Citizen’s New Commercial
The chronically late “Alice in Wonderland” character is the star of the watch brand’s first commercial produced in partnership with Disney.
A modern-day White Rabbit is the star of Citizen’s first commercial produced in partnership with Disney. True to form, the character is running late throughout the 30-second spot, including for a meeting with Alice and the Mad Hatter.
Orlando—It started with a tea party-style breakfast attended by Citizen and Disney executives, press, influencers and, of course, Alice.
And it all made perfect sense after Citizen debuted the first commercial it’s produced in partnership with The Walt Disney Company at an event in Orlando Wednesday.
The watch brand kicked off the morning with an “Alice in Wonderland”-themed breakfast that also included a drop-in from the White Rabbit and running witty commentary from The Doorknob.
Who are they, you might ask?
Well, The Doorknob held the key, so to speak, to the final, tiny entrance to Wonderland, while White Rabbit is the character whom Alice followed down the rabbit hole that ultimately led her to Wonderland.
The theme of the breakfast played perfectly with Citizen’s Disney debut, which features a white rabbit in a race against time while the White Rabbit’s theme, “I’m Late,” plays in the background.
The 30-second version of the commercial features multiple nods to the original story, including a live-action, modern-day Alice and the rabbit’s being tardy for a showing of “Queen of Hearts” at the Kings Theatre.
WATCH: Citizen Watch’s “I’m Late” commercial
Wednesday’s event in Orlando also gave Citizen the opportunity to showcase its first watches produced in partnership with Disney and to show off the branded clocks stationed around the Magic Kingdom.
Citizen has its name on the iconic clock on Main Street U.S.A.—the foreground for so many shots of Cinderella’s castle— in Orlando and at Disneyland in Anaheim, California, as well as on Fastpass clocks on rides like The Haunted Mansion, Pirates of the Caribbean and the Big Thunder Mountain Railroad rollercoaster.
Its new watches pay homage to Mickey Mouse’s 90th birthday (the mouse made his big-screen debut on Nov. 18, 1928, in “Steamboat Willie”). There are six 40 mm styles and two 29.5 mm watches. They are priced from $295 to $475.
Announced earlier this year at Baselworld, the Citizen-Disney partnership comes at a “vital time,” Jeffrey Cohen, president of Citizen Watch America, said during Wednesday’s press conference, as both Disney and Citizen are marking major milestones.
In addition to Citizen’s marking 100 years and Mickey turning 90, Walt Disney
Editors' Picks
Sponsored by
World Resort Senior Vice President of Operations Jim McPhee noted that Walt Disney World is approaching its 50th anniversary.
Disney also opened “Pandora—the World of Avatar” at Disney’s Animal Kingdom in Orlando last spring and is gearing up to open “Star Wars: Galaxy’s Edge” at both Disney World and Disneyland next year, which CEO Robert Iger recently said is the company’s most ambitious project to date.
The new commercial featuring “I’m Late” debuted Thursday during ABC’s “Good Morning America.”
Citizen Chief Marketing Officer Ellen Seckler said going forward, 30- and 15-second versions of the ad will run in all the watch brand’s regular time slots, such as during NFL games, as well as in cinemas with Screenvision.
She said the Disney partnership allows them to license one song per year from the company’s vast catalog, and the White Rabbit’s time-themed anthem was an easy choice for their first Disney-centric commercial.
Disney also opened “Pandora—the World of Avatar” at Disney’s Animal Kingdom in Orlando last spring and is gearing up to open “Star Wars: Galaxy’s Edge” at both Disney World and Disneyland next year, which CEO Robert Iger recently said is the company’s most ambitious project to date.
RELATED CONTENT: Q&A: 10 Questions with Jeffrey CohenThe new Mickey Mouse watches will be sold online beginning in March.
The new commercial featuring “I’m Late” debuted Thursday during ABC’s “Good Morning America.”
Citizen Chief Marketing Officer Ellen Seckler said going forward, 30- and 15-second versions of the ad will run in all the watch brand’s regular time slots, such as during NFL games, as well as in cinemas with Screenvision.
She said the Disney partnership allows them to license one song per year from the company’s vast catalog, and the White Rabbit’s time-themed anthem was an easy choice for their first Disney-centric commercial.
More on Watches
The Latest
EditorsMay 07, 2024
Q&A: Author Vikki Tobak on the ‘Ice-Cold’ ExhibitionTobak, author of “Ice Cold: A Hip-Hop Jewelry History,” shares how the exhibition came to be, and the pieces people may be surprised to see.
EditorsMay 07, 2024
10 On-Theme Looks from the 2024 Met GalaStars adorned themselves in emeralds, platinum, and myriad bird motifs, writes Associate Editor Natalie Francisco.
Brought to you by
From Registration to Return: 10 Tips to Protect You Before, During and After a TradeshowTradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
IndependentsMay 07, 2024
112-Year-Old New Orleans Business Popping Up in Aspen M.S. Rau is set to open a seasonal gallery in the high-end resort town early next month.
Weekly QuizMay 02, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
MajorsMay 07, 2024
Richemont Acquires Italian Jeweler VhernierThe branded jewelry market is thriving, said Richemont Chairman Johann Rupert.
CollectionsMay 07, 2024
These ‘Luminaries’ Are Set to Light Up CoutureThe six designers, all participants in the show’s Diversity Action Council mentorship program, will exhibit in Salon 634.
Brought to you by
Rio’s Reimagined Podcast: For the Love of JewelersMeet Ben Claus—grand prize winner of For the Love of Jewelers 2023 Fall Design Challenge.
AuctionsMay 07, 2024
Sotheby’s to Auction Sylvester Stallone’s WatchesThe highlight of his collection is the coveted Patek Philippe Grandmaster Chime, which could sell for up to $5 million.
CollectionsMay 07, 2024
Phillip Gavriel Pays Tribute to Venice With New CollectionThe “Venetian Link” series modernizes the classic Veneziana box chain in its bracelets and necklaces.
Events & AwardsMay 07, 2024
JA Now Accepting Applications for New Bench Jeweler ScholarshipThe Seymour & Evelyn Holtzman Bench Scholarship will provide tuition assistance to two low-income students.
Policies & IssuesMay 06, 2024
Rolex Files Objection to Hallmark’s New Trademark ApplicationThe Swiss watchmaker said the company’s plans to use a new version of the Hallmark crown on jewelry would confuse consumers.
EditorsMay 06, 2024
Q&A: 8 Questions With Anglo American’s Benny Oeyen The executive talked about the importance of self-purchasers and how fuel cell electric vehicles are going to fuel demand for platinum.
MajorsMay 06, 2024
Malabar Gold & Diamonds Opens 4th U.S. ShowroomThe Indian jeweler’s new store in Naperville, Illinois marks its 350th location, part of its ongoing global expansion plans.
Events & AwardsMay 06, 2024
Ben Bridge Jeweler Accepting Applications for Lonia Tate ScholarshipIt will award a graduating high school student with about $10,000 toward a GIA diploma and an internship with the Seattle-based jeweler.
CrimeMay 03, 2024
Second Suspect Arrested in Murder of Colorado JewelerWheat Ridge, Colorado police took a 50-year-old man into custody Wednesday following a two-month search.
CollectionsMay 03, 2024
A Sneak Peek Into PGI’s Couture Platinum Spotlight ProgramPGI partnered with four new and seven returning designers for its annual platinum capsule collection.
MajorsMay 03, 2024
Kristie Nicolosi Joins WJA Board AgainNicolosi, president and CEO of The Kingswood Company, previously sat on WJA’s board from 2011 to 2018.
CollectionsMay 03, 2024
Piece of the Week: A “Bit of LUV” for the DerbyKarina Brez’s race-ready piece is a sophisticated nod to the horse-rider relationship.
CrimeMay 02, 2024
4 Indicted in Burglary Ring Targeting Indian, South Asian FamiliesThe men are allegedly responsible for stealing millions in jewelry and other valuables in 43 burglaries in 25 towns across Massachusetts.
CollectionsMay 02, 2024
Foundrae Launches ‘Horizon’ Collection“Horizon” invites individuals to explore the limitless possibilities that lie ahead, said the brand.
FinancialsMay 02, 2024
Pandora Raises Guidance After Strong Q1The jeweler credits its recent “Be Love” campaign and ongoing brand revamp for its 17 percent jump in sales.
IndependentsMay 02, 2024
Oklahoma Jeweler Glenn Lewis Dies at 68The co-founder of Lewis Jewelers was also the longtime mayor of the city of Moore.
AuctionsMay 02, 2024
Vintage Baume & Mercier With Ties to Elvis Sells for $7K Elvis Presley gifted this circa 1967 gold and diamond watch to Dodie Marshall, his co-star in “Easy Come, Easy Go.”
SurveysMay 01, 2024
Consumer Confidence Falls in AprilConcerns about rising prices, politics, and global conflicts continue to dampen consumer outlook.
TrendsMay 01, 2024
Amanda’s Style File: All Eyes on EmeraldsMay’s birthstone is beloved for its rich green hue and its versatility.
