Movado launches star-studded global campaign

Movado has launched its latest global campaign featuring a new roster of brand ambassadors. 

Dubbed “When I Move You Move,” the campaign includes actress and entrepreneur Jessica Alba, Academy Award winning actress Julianne Moore, Grammy Award winning rapper, actor and entrepreneur Ludacris, Pro Bowl and All-Pro running back Christian McCaffrey, and All-Star point guard and 2024 Team USA Summer Olympics team member and gold medalist, Tyrese Haliburton.

The campaign showcases a selection of watches from Movado’s key collections and will run across TV, digital, print, and social media platforms throughout the year.

“We are proud of our multi-year partnership with this roster of amazing talent across culture and entertainment and to feature them in our 2024-2025 global brand campaign,” said Efraim Grinberg, chairman and CEO, Movado Group. 

“It was important to us that we aligned with individuals that truly represent Movado’s legacy of innovation, commitment to excellence and iconic design. This campaign has an incredible amount of energy and movement that is dynamic and makes you feel connected to Movado.”

The campaign draws its inspiration from movement, a key element of Movado’s identity—rooted in the meaning of the brand name, which translates to “always in motion” in Esperanto. The stars are captured interacting with Ludacris’ hit song Stand Up, with its chorus “when I move, you move” serving as a call to action. 

Creative director Robert Lussier from The Style Council teamed up with fashion photographers Mert Alas & Marcus Piggott to bring the campaign to life. It was choreographed by Stephen Galloway and styled by celebrity stylist Mel Ottenberg. 

“Over the last year, we’ve embarked on a journey to take our brand to new heights by developing a culturally relevant campaign that moves you – that literally makes you want to get up and move,” said Margot Grinberg, president, Movado. 

“Our goal is to be disruptive and stand out – do something unexpected that will make you stop and want to see more from Movado. It will keep our brand top of mind and engage new audiences globally.”