Movado, an industry pioneer rooted in the entrepreneurial spirit of doing things differently, has a story to tell as a master in the art of watchmaking since 1881. As one of the world’s most iconic luxury brands, Movado’s timeless watches are an example of superb Swiss craftsmanship. Since the company’s founding, people know to expect the unexpected while always delivering the perfect balance of creative ingenuity and timeless restraint.
Movado approached Aruliden, Material’s design studio, with a desire to elevate its visual expression and carry it into the future while preserving its rich heritage, ensuring the brand’s relevance for generations of watch enthusiasts. Our team’s objective was to create a refreshed identity and updated digital experience by:
The process of revitalizing Movado's brand identity began with a deep dive into its acclaimed heritage, spanning back to its inception in 1881. This historical analysis served as the foundation for our strategic design approach, unveiling the elements that have consistently characterized Movado's essence over the years. Through this examination, a cohesive narrative emerged, encapsulating the brand's core values of balance, rhythm and contrast, referred to as the "gold thread" of Movado's irreverent signature.
Central to the strategic design approach was the principle of simplicity, strategically employed as a powerful tool to amplify the impact of each brand element. This was brought to life by pulling from Movado’s signature watch dials, featuring the iconic solitary dot at 12 o’clock, symbolizing the sun at high noon. To bring this element of the brand to the forefront of the brand refresh, the campaign was shot outside in natural daylight. This setting was chosen not only to convey a sense of emotional warmth but also to evoke a spirit of exploration and adventure.
Moreover, the visual assets designed for the campaign showcase a diverse array of individuals hailing from all walks of life, connected by the symbolic presence of Movado's iconic watches as dots between the past and present. This imagery serves as a powerful metaphor while simultaneously celebrating the timeless essence of Movado's legacy in a contemporary context.
Through this multifaceted approach, the brand refresh honors the brand’s historic past while inviting consumers to embark on an exhilarating journey of discovery and self-expression, all under the timeless allure of the Movado brand.
The brand was reintroduced with an evergreen national commercial and print ad campaign, launching in Fall 2023, highlighting Movado as a universal and cultural timekeeper. The campaign unearths stories of the brand and celebrates its radical simplicity, harmony, and iconic quality. By combining elements of the brand’s historic, signature style with a refreshed visual presence, Movado re-entered the watch industry with a renewed brand identity directly inspired by its deep heritage. We’re proud that our work is helping Movado connect the dots between past and present, highlighting both its fascinating heritage and 21st century momentum.
Final deliverables included:
A national commercial ad campaign with print ads in major media outlets including The New York Times, Women’s Wear Daily, Vogue, GQ, Vanity Fair, The New Yorker, Esquire, Men’s Health, Elle, and Harper’s Bazaar.
