Movado established itself as a worthy investment piece in the luxury watch world. However, many considered a Movado watch as a once in a lifetime ‘special occasion’ purchase. Watches are a style statement just as much as they are a functional timepiece.

We needed to challenge brand loyalists to reconsider their idea of Movado and attract curious new audiences to discover the brand for the first time.

We delved deep into the brand’s DNA to uncover stories of risk-takers and trail blazers. From this, we defined a contemporary brand ideology, visual aesthetic and a communication strategy with brand archetypes that celebrate Movado’s pioneering spirit, resonating with people’s passions. To launch the new position, we produced a social holiday campaign.

Our new brand position and campaign resulted a 40% increase in engagement from the previous year.

CAMPAIGN STRATEGY & PLANNING + STORY & MESSAGING + ART DIRECTION & DESIGN + SOCIAL MEDIA CONTENT PRODUCTION