Movado Elevates Its Brand with the New Campaign “When I Move You Move”
- Daniel Goh
- May 4
- 2 min read
Movado's latest campaign features prominent figures from several fields, like Ludacris, Jessica Alba, Julianne Moore, Christian McCaffrey, and Tyrese Haliburton, as the brand's new ambassadors.
Movado has made a significant resurgence, with a new worldwide campaign titled “When I Move You Move.” The new campaign will evoke nostalgia for individuals who grew up in the early 2000s, featuring iconic figures such as Grammy Award-winning rapper, actor, and entrepreneur Ludacris, esteemed actress and entrepreneur Jessica Alba, legendary Academy Award-winning actress Julianne Moore, Pro Bowl and All-Pro running back Christian McCaffrey, and All-Star point guard and 2024 Team USA Summer Olympics gold medalist Tyrese Haliburton as the new representatives of Movado.
This aligns perfectly with Movado's brand identity, as "Movado" translates to "always in motion" in Esperanto. The title of the new campaign was derived from Ludacris' 2003 chart-topping and Grammy-nominated song "Stand Up." The chorus has the phrase “When I move you move,” serving as a call to action for individuals to realize their greatest potential by engaging in what genuinely inspires them. The campaign features talent displaying watches from the Movado collection, each adorned with the distinctive sphere at the 12 o’clock position, reminiscent of Movado’s Museum watch.
Efraim Grinberg, Chairman and CEO of Movado Group, stated, “We take pride in our multi-year collaboration with this exceptional array of talent in culture and entertainment, and we are excited to showcase them in our 2024-2025 global brand campaign.” “It was essential for us to collaborate with individuals who genuinely embody Movado’s legacy of innovation, dedication to excellence, and iconic design.” This advertising exudes remarkable vitality and dynamism, fostering a sense of connection to Movado.
To realize their vision, Movado collaborated with Creative Director Robert Lussier of The Style Council and two internationally acclaimed fashion photographers, Mert Alas and Marcus Piggott. The styling in the accompanying pictures and the hip-hop-inspired marketing video was executed by celebrity stylist Mel Ottenberg, while the choreography was devised by movement director Stephen Galloway.
“In the past year, we have initiated a campaign aimed at elevating our brand through cultural relevance, inspiring action and movement,” stated Margot Grinberg, President of Movado. Our objective is to be disruptive and distinctive—execute the unforeseen to captivate your attention and encourage more engagement with Movado. It will maintain our brand's prominence and engage new global audiences.
Comments