MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
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
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
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
Weekly QuizDec 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
