CollectionsSep 09, 2024
Hearts On Fire Debuts New Campaign, DesignsMajorsSep 10, 2024
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.
Movado has named five new brand ambassadors, including (from left) Ludacris, Christian McCaffrey, Jessica Alba, Tyrese Haliburton, and Julianne Moore.
Paramus, N.J.—Movado’s five new celebrity brand ambassadors recently made their debut in its new 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.
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.
Editors' Picks
Sponsored by
More on Majors
The Latest
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 YearsThe independent jeweler first opened its doors in 1888.
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in FloridaThe debut event will take place in Miami’s Coconut Grove neighborhood this fall.
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor ShortageThe roundtable will take place May 17 ahead of the trade show’s welcome dinner.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry CollectionThe “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.
Weekly QuizMar 27, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.
TrendsMar 31, 2025
Amanda’s Style File: Dripping in DiamondsDiamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH WatchesThe longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
SourcingMar 28, 2025
19th-Century Jade Book Now Available in EnglishLotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ RingThe ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorThe Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
MajorsMar 26, 2025
QVC Group Appoints New PresidentAlex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat RubyThe ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft RecoveredThe two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More JewelryThe time to start experimenting with video content is now, writes columnist Emmanuel Raheb.
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic DesignFrom striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid TurnaroundThe jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair ServicesThe auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024The company also noted record sales in the United States and a strong performance in its jewelry category.
