AuctionsMay 16, 2024
Christie’s Holds 2 Sales Despite CyberattackThough its website has been down for a week, Christie’s proceeded with its jewelry and watch auctions on May 13-14, bringing in nearly $80 million.
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
AuctionsMay 16, 2024
Sotheby’s Withdraws 101-Carat Yellow Diamond from AuctionDespite the absence of “The Allnatt,” Sotheby’s Geneva jewelry auction totaled $34 million, with 90 percent of lots sold.
ColumnistsMay 16, 2024
The PR Adviser: What the Designer Should’ve DoneLilian Raji gives advice to designers on how to make the most of great publicity opportunities.
Brought to you by
Record Gold Prices Have Consumers Undeterred. Here’s Why.Despite the rising prices, consumers continue to seek out the precious metal.
SourcingMay 16, 2024
Lucapa to Shed Stake in Lesotho Diamond Mine The mining company wants to divest its 70 percent holding in the Mothae Diamond Mine in an effort to streamline its portfolio.
Weekly QuizMay 16, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
ColumnistsMay 15, 2024
Squirrel Spotting: Why Retailers Struggle to Fire BrandsWhy do so many jewelers keep lines that are not selling? Peter Smith thinks the answer lies in these two behavioral principles.
AuctionsMay 15, 2024
Red Diamond Breaks Records at Phillips GenevaThe “Argyle Phoenix” sold for more than $4 million at the auction house’s second jewels sale.
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.
Events & AwardsMay 15, 2024
See Who’s in JA’s 2024 ‘20 Under 40’ ClassThe annual list recognizes young professionals making an impact in jewelry retail.
IndependentsMay 15, 2024
David Mann Jewelers in Upstate NY to Close After 35 YearsOwner David Mann is heading into retirement.
FinancialsMay 15, 2024
Brilliant Earth’s Sales Fall Flat in Q1 While overall sales were sluggish, the retailer said its non-bridal fine jewelry was a popular choice for Valentine’s Day.
SourcingMay 14, 2024
Anglo American Confirms It Is Looking to Sell De Beers The mining giant also wants to offload its platinum business as part of an overhaul designed to “unlock significant value.”
AuctionsMay 14, 2024
2 Huge Yellow Diamonds Are Heading to AuctionChristie's is selling one of the diamonds, moving forward with its Geneva jewelry auction despite the cyberattack that took down its website.
MajorsMay 14, 2024
Platinum Born Taps ‘Born Leaders’ for New CampaignThe ad aims to position platinum jewelry as ideal for everyday wear.
GradingMay 14, 2024
Instappraise Adds Trifold Brochure to Appraisal OfferingsRetailers can customize and print the appraisal brochures from their store.
Lab-GrownMay 13, 2024
Lab-Grown Diamond Brand Lightbox Cuts Prices by 25 to 40%The move follows a price-drop test run in Q4 and comes with the addition of a “quality assurance card” from GIA for some loose diamonds.
TechnologyMay 13, 2024
Christie’s Website Brought Down by Hackers, Watch Auction Postponed The site has been down since Thursday evening, just ahead of its spring auctions.
AuctionsMay 13, 2024
Madeleine Albright’s Jewelry, Pins a White-Glove Sale at Freeman’s | HindmanThe late former U.S. Secretary’s collection went for quadruple the sale’s pre-sale estimate.
IndependentsMay 13, 2024
Zachary’s Jewelers Names Mother’s Day Jewelry Contest WinnersThree fifth graders’ winning designs were turned into custom jewelry pieces in time for Mother’s Day.
IndependentsMay 10, 2024
Frank Adams Jewelers Names New CEOKimberly Adams Russell is taking over the role from her father, David Adams, marking the third generation to hold the title.
CollectionsMay 10, 2024
Piece of the Week: Carina Hardy’s ‘Birth of Venus’ NecklaceAs a token of womanhood, this necklace depicts when Venus was born from the sea.
MajorsMay 09, 2024
Watches of Switzerland Pays $130M for Roberto Coin Inc.The deal gives the retailer control over the distribution of Roberto Coin jewelry in the U.S., Canada, Caribbean, and Central America.
TrendsMay 09, 2024
Amanda’s Style File: Shine Bright, Moms Show your mother some love with a piece of fine jewelry.
IndependentsMay 09, 2024
Kyle Edward Fine Jewelry to Close Salisbury StoreThe company’s Easton location will remain open.
MajorsMay 09, 2024
JBT Elects New ChairmanBrian D. Fleming of Carla Corporation was elected to serve a one-year term in the role.
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
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.
