Movado, the Esteemed Swiss Watchmaker Established in 1881, Embarks on a New Journey by Collaborating with Iconic and Rising Stars from Music, Sports, and Film
MOVADO (NYSE: MOV) is excited to unveil its latest lineup of brand ambassadors in the “When I Move You Move” campaign, showcasing a blend of legendary and rising stars across film, music, sports, and business. The campaign features celebrated actress and entrepreneur Jessica Alba, acclaimed Academy Award-winning actress Julianne Moore, renowned Grammy Award-winning artist, actor, and entrepreneur Ludacris, Pro Bowl and All-Pro running back Christian McCaffrey, and All-Star point guard and 2024 Team USA Summer Olympics gold medalist Tyrese Haliburton.
Campaign Details
The “When I Move You Move” campaign showcases a high-energy blend of culture and creativity, with each ambassador representing Movado’s core values of innovation, excellence, and iconic design. The campaign’s central theme revolves around the concept of movement—an essential part of Movado’s DNA, symbolised by the brand’s name, which means “always in motion” in Esperanto. This language was created in 1887 with the goal of bridging communication gaps, aligning perfectly with Movado’s ethos of connecting people through timeless design.
Movado’s Chairman and CEO, Efraim Grinberg, expressed there excitement:
Movado’s Chairman and CEO, Efraim Grinberg, expressed his excitement about the new partnership: “We are immensely proud of our multi-year collaboration with this impressive group of talent from diverse fields. Featuring them in our 2024-2025 global brand campaign aligns perfectly with Movado’s legacy of innovation and excellence. This campaign is infused with vibrant energy and movement that captures the essence of what Movado stands for, making it feel incredibly connected to the brand.”
The campaign draws inspiration from the concept of movement, with the talent captured engaging with Ludacris’ 2003 #1 Billboard and Grammy-nominated song “Stand Up.” The chorus, “when I move you move,” serves as a powerful call to action, encouraging people to express their true potential by pursuing what truly motivates them.
Creative Director Robert Lussier from The Style Council, alongside renowned fashion photographers Mert Alas & Marcus Piggott, crafted the campaign’s visual and artistic direction. Celebrity stylist Mel Ottenberg was responsible for the styling, while movement director Stephen Galloway choreographed the dynamic scenes. Their collaborative efforts have resulted in a visually stunning and culturally relevant campaign that highlights the individual styles of each ambassador.
Enthusiasm for the Campaign
Margot Grinberg, President of Movado, shared her enthusiasm for the campaign: “Over the past year, we have worked diligently to elevate our brand through a campaign that truly resonates with people. ‘When I Move You Move’ is designed to captivate and inspire, encouraging viewers to take action and engage with the brand in a meaningful way. Our goal is to stand out and make a bold statement that will keep Movado at the forefront of people’s minds, attracting new audiences worldwide.”
The “When I Move You Move” campaign will be prominently featured throughout the year across various media platforms, including television, digital, print magazines, out-of-home advertising, and all social media channels. Each icon in the campaign is showcased wearing Movado timepieces that align with their unique personal styles, further emphasizing the campaign’s theme of individuality and movement.
