AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
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
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
SourcingMay 15, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
AuctionsMay 14, 2026
White Diamonds Lead Sotheby’s Auction, Blue Diamond Does Not SellA matching pair of 18.38-carat, D-color diamonds from Botswana’s Jwaneng mine sold for $3.3 million, the top lot of the jewelry auction.
Weekly QuizMay 14, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinMay 14, 2026
A Diamond Is Forever Continues Desert Diamonds – Bridal ReinvigoratedSponsored by A Diamond Is Forever
SourcingMay 14, 2026
State of Colored Stones: The Spirit of Young American Gemstone CuttersThe next generation of lapidarists are entrepreneurial, engaged online, and see the craft as a means for artistic expression.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsMay 14, 2026
‘Ocean Dream’ Makes Waves at Christie’s, Fetching $17MIt was the second auction appearance for the fancy vivid blue-green diamond, which sold for $7.8 million at Christie’s Geneva 12 years ago.
CrimeMay 14, 2026
Second Man Arrested in Florida Pawn Shop Shooting Members of the U.S. Marshals Task Force took a 22-year-old man into custody. He was charged with tampering with evidence.
CrimeMay 13, 2026
JSA’s 2025 Crime Report Shows ‘Concerning’ Rise in ViolenceWhile the overall number of crimes was down, there were more incidences in which robbers pulled out guns, mace, or rammed cars into stores.
IndependentsMay 13, 2026
New Orleans Jeweler Closing Canal Place StoreJack Sutton Fine Jewelry is closing its store inside the downtown shopping center after 40 years in business.
SourcingMay 13, 2026
Smithsonian Acquires ‘Winston Red’ Diamond PaintingReena Ahluwalia’s painting of the rare red diamond is the first contemporary painting to join the National Gem Collection.
TrendsMay 13, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
ColumnistsMay 12, 2026
It’s Official: We’re Getting ‘Brain Rot’ From Watching Short-Form Videos Peter Smith gives tips on leading meetings, developing marketing, and making trade show appointments in the age of short attention spans.
CollectionsMay 12, 2026
Jessica McCormack Debuts Antique Coin-Inspired Medallions for SummerThe 11-piece “Medallions” capsule collection features five motifs: a crying eye, a heart on fire, a spiral, a flower, and a swallow.
IndependentsMay 12, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
Events & AwardsMay 12, 2026
The Tiffany & Co. x CFDA Jewelry Designer Award Is BackThe partners have announced the second cycle of the program, which has expanded to include a $25,000 student scholarship.
IndependentsMay 11, 2026
Kansas Jeweler Closing After 70 YearsThe owners of Staats Jewelers are heading into retirement.
TrendsMay 11, 2026
Former Macy’s CEO Joins Signet Jewelers BoardJeffrey Gennette, who retired in 2024 after 41 years with Macy’s, is the newest member of the jewelry retailer’s board of directors.
TrendsMay 11, 2026
Amanda’s Style File: Lucky May May babies are lucky to have emeralds, a gemstone admired for centuries, as their birthstone, writes Amanda Gizzi.
TechnologyMay 11, 2026
Clientbook’s New Tool Helps Jewelers Plan In-Store EventsThe new module allows retailers to plan, promote, and measure the success of events from a single dashboard.
Lab-GrownMay 08, 2026
NDC Publicly Criticizes Pandora Over ‘Misleading’ Natural Diamond ClaimsNDC said in an open letter that Pandora’s statements about the carbon footprint of lab grown versus natural diamonds are inaccurate.
SourcingMay 08, 2026
Ronnie VanderLinden Takes Over as WDC President The diamantaire and industry leader succeeds Feriel Zerouki and said he will focus on being a “champion” for natural diamonds.
TrendsMay 08, 2026
Rihanna Chooses ‘Desert Diamonds’ for 2026 Met GalaShe wore our Piece of the Week, Glenn Spiro’s “Old Moghul Golconda” earrings, featuring fancy brown-yellow diamonds totaling 51.90 carats.
Events & AwardsMay 08, 2026
JA Announces 2026 CASE Award WinnersTwo pieces were named “Best in Show,” one from the retail category and one from the supplier category.
FinancialsMay 07, 2026
Brilliant Earth Appeals to Higher-Income Shoppers in Q1The jewelry retailer noted resilience among its higher-end customers while demand softened for its lower-priced offerings.
