Movado, an iconic name in the luxury watchmaking industry, has unveiled a new logo and brand identity, marking a significant milestone in its history from 1881 in Switzerland. This rebranding reflects Movado’s ongoing commitment to marrying innovative design with timeless elegance, a philosophy deeply ingrained in the brand’s heritage.
The new logo symbolizes Movado’s evolution while staying true to its rich design innovation and excellence legacy. Renowned for pioneering watchmaking, the brand has earned over 100 patents and 200 international awards. Its designs, particularly the Museum® Watch with its minimalist single dot dial, have garnered critical acclaim and found a place in the permanent collections of museums worldwide, cementing its status as a paragon of modern watch design.
Central to the refreshed identity is the Museum Dial, designed by Nathan George Horwitt in 1947. This iconic dial, inspired by the midday sun, manifests the pursuit of radical simplicity. The updated logo encapsulates this design ethos, symbolizing the philosophy of minimalism and purity in design.
To complement its new identity, Movado collaborated with the type foundry Schick Toikka to create ‘Movado Sans,’ a custom typeface that aligns seamlessly with the new wordmark. This collaboration underscores the brand’s dedication to artistry and craftsmanship, which has been foundational since its establishment.
The unveiling of this new brand identity coincides with a timeless campaign celebrating Movado as a cultural and universal timekeeper. The campaign features diverse individuals connected by their love for these iconic timepieces. It honors the legacy of simplicity, harmony, and quality by intertwining the brand’s past and present narratives.
The reimagined logo departs from its previous version, which struggled with balance and letter spacing and failed to resonate fully with the brand’s luxurious essence. The new logo, characterized by its extended structure and bespoke wordmark, addresses these issues. The design elements, including the angular letters with wide open joints, impart an industrial yet refined feel, echoing the watches’ robust and sophisticated nature.
The minimalist icon, drawn from the signature dot, subtly yet powerfully represents the brand’s identity. The custom typeface, marrying elegance with modernity, enhances the wordmark’s extended structure, adding distinctiveness to its visual language.
Initial campaigns using the new identity feature luxurious photography accentuating Movado watches’ minimalism with a warm, inviting aesthetic. The layouts subtly integrate the wordmark and icon, amplifying the brand’s elegance. An anthem video for the campaign further reinforces this image with its whimsical music and dynamic visuals.
This rebranding ushers in a new era for Movado, aligning the brand more closely with the quality and prestige of its products. By embracing a design that achieves much with minimal elements, Movado reaffirms its status as a leader in the luxury watch market.
