Citizen Watch × ARCY
Multi-Year Brand Collaboration Across Live Murals, Experiential Activations, and Limited-Edition Artwork
Partnership Overview
Citizen Watch and ARCY collaborated across multiple years to create large-scale visual storytelling that bridged live art, product design, and immersive fan experiences. The partnership spanned national events, retail activations, and limited-edition artwork, aligning Citizen’s heritage brand with contemporary mural culture and Disney fandom.
Across D23: The Ultimate Disney Fan Event and the Walt Disney 100th anniversary celebration in Marceline, Missouri, ARCY delivered artwork that functioned simultaneously as live performance, branded environment, and collectible art, reinforcing Citizen’s role as a cultural partner within the Disney ecosystem.
D23 2024: “Time For Friends” Live Activation
Anaheim Convention Center • August 9–11, 2024
For the 2024 D23 Expo, ARCY created Time For Friends, a 30-foot mural celebrating Disney friendship and camaraderie. The artwork served as a primary visual backdrop for Citizen Watch’s booth in Hall D, one of the highest-traffic areas of the convention.
The mural was designed to function as a photo-op destination, live art showcase, and brand anchor throughout the three-day event, engaging thousands of attendees as they moved through the expo floor.
In addition to the booth installation, ARCY recreated the artwork as a large-scale, spray-painted mural measuring approximately 8 feet by 30 feet at the main show entrance, greeting attendees as they arrived and extending the activation beyond the convention hall itself.
Experiential Activation & Cross-Promotion
The Time For Friends collaboration extended beyond the mural itself into a multi-touchpoint experience.
Limited-edition canvas reproductions of the artwork, hand-signed and numbered by ARCY, were made available through Disney Fine Art. These pieces were sold at the Disney Fine Art booth, creating cross-traffic between brand spaces and connecting Citizen’s activation with fine art collectors and Disney fans alike.
Additional printed materials were produced for the event, including complimentary bookmarks featuring ARCY’s artwork, distributed by Disney Fine Art, as well as branded flyers and handouts designed by Citizen using ARCY’s visual language. These materials allowed attendees to take the artwork home, extending the lifespan of the activation beyond the event.
Product & Digital Artwork Integration
As part of the partnership, ARCY was commissioned to design custom dial artwork for Citizen’s D23-exclusive timepieces. Two unique watch face designs were created, featuring Mickey and Minnie Mouse on one edition and Mickey Mouse with Donald Duck on another.
Beyond D23, ARCY also designed a digital illustration celebrating Donald Duck’s 90th anniversary. This exclusive artwork was released online in 2024 as a limited promotional print, gifted with select Citizen purchases while supplies lasted, aligning the collaboration with a broader milestone moment in Disney history.
Marceline, Missouri: Walt Disney 100th Anniversary
June 3, 2023
The Citizen partnership began prior to D23 2024 with a live mural activation in Marceline, Missouri, the hometown of Walt Disney.
During the Walt Disney’s Marceline: A Moment in Time celebration, ARCY spray-painted a large-scale mural honoring Disney’s legacy and connection to the town. Citizen Watch, a major partner of the event, supported the celebration and donated a replica of the Main Street, U.S.A. clock to the Walt Disney Hometown Museum.
This activation reinforced Citizen’s historical connection to Disney while introducing ARCY’s work to a national audience during the company’s 100th anniversary celebrations.
Brand Impact
Through its partnership with ARCY, Citizen Watch leveraged large-scale art as a storytelling tool that connected brand heritage with contemporary culture. The collaboration demonstrated how murals and live painting can function as immersive brand environments, social media drivers, and collectible art experiences all at once.
By integrating live murals, product design, retail cross-promotion, and limited-edition artwork, Citizen transformed traditional sponsorship into a multi-layered cultural activation that resonated with fans, collectors, and media alike.