Movado is back in a big way, announcing a new global campaign: “When I Move You Move”. For those that grew up in the early 2000s, the new campaign will trigger waves of nostalgia with legends like Grammy Award-winning rapper, actor and entrepreneur, Ludacris, and renowned actress and entrepreneur, Jessica Alba, appearing alongside 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 team member and gold medalist, Tyrese Haliburton, as the new faces of Movado.

This is completely in line with Movado’s brand DNA as the word Movado means “always in motion” in Esperanto. Even the name of the new campaign was inspired by Ludacris’ 2003 #1 Billboard and Grammy-nominated song “Stand Up.” In the chorus, the words “When I move you move” are sung as a call to action for people to express their full potential by doing what truly moves them. In the campaign, the talent showcases watches from across the Movado range each of which comes with the highly recognisable sphere at the 12 o’clock reminiscent of Movado’s Museum watch.

“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, of 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.”

To bring their vision to life, Movado worked with Creative Director Robert Lussier from The Style Council and two globally renowned fashion photographers, Mert Alas & Marcus Piggott. The styling in the photos you see along with the hip-hop-esque campaign video was done by celebrity stylist Mel Ottenberg while the moves were choreographed by movement director Stephen Galloway.

“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, of 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.”

For more information and to see Movado’s new and extensive collection of watches and jewellery please visit Movado.com.

This article was first seen on LUXUO Malaysia

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