Ludacris, Jessica Alba Star in New Movado Campaign
Movado has named five new brand ambassadors, featuring them in its new “When I Move You Move” campaign.

The retailer’s campaign includes actresses Jessica Alba and Julianne Moore, Grammy-winning rapper and actor Ludacris, Christian McCaffrey of the San Francisco 49ers, and Tyrese Haliburton of the Indiana Pacers, who recently won a gold medal as part of the 2024 Team USA Summer Olympics team.
It’s titled “When I Move You Move,” a nod to the lyrics in Ludacris’ song “Stand Up,” which is featured in the campaign.
The lyrics in the chorus are “a call to action for people to express their full potential by doing what truly moves them,” said Movado.
Each ambassador can be seen wearing watches from the Movado brand’s key collections that match their own style.
Movado CEO Efraim Grinberg said, “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.”
“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 company previously announced its plan to increase marketing spend to $25 million as it looks to bolster its declining sales.
The When I Move You Move campaign was inspired by movement, said Movado, a component vital to the brand’s DNA.
Movado means “always in motion” in Esperanto, said the company, a language created in 1887 as a blend of languages to overcome communication barriers.
Movado worked with Creative Director Robert Lussier from The Style Council and global fashion photographers Mert Alas and Marcus Piggott on the idea.
The company also brought in celebrity stylist Mel Ottenberg and choreographer 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.”
The campaign can be seen throughout the year across television, digital and print media, and social media.
The Latest

This year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.

As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.

Discover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

The “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.


The entrepreneur and “Shark Tank” star will share his top tips for success.

Meredith Tiderington, an electrical engineering student, was selected for the award.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

It will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”

From design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.

The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.

The designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.

On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.

The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.

The actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.

The company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."

The large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.

Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.

Those born in June have a myriad of options for their birthstone jewelry.

The diamond industry veteran has been named its senior sales executive.

The company plans to raise the prices of select watches to offset the impact of tariffs.

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Sponsored by Stuller

It was featured in the miner’s latest sale, which brought in $24.8 million.