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.
More on Majors
The Latest
CrimeApr 20, 2026
Queens Man Convicted in Bludgeoning Death of Pawn Shop OwnerRodolfo Lopez-Portillo faces 25 years to life in prison after being found guilty in the March 2022 beating death of Arasb Shoughi.
TrendsApr 20, 2026
Beth Bernstein, Sonia Esther Soltani Pen New Jewelry Book“Jewelry Creators: Dynamic Duos and Generational Gems” highlights the relationships among 22 influential designers, brands, and gem dealers.
Events & AwardsApr 20, 2026
Atlanta Jewelry Show’s Spring Event Is Hitting the RoadThe AJS Spring 2027 show will be held in Savannah, Georgia, with future shows taking place in other Southeast cities.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
Weekly QuizApr 16, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
IndependentsApr 16, 2026
Edge Retail Academy Updates Leadership TeamAs demand for jewelry retail coaching grows, the company has established a dedicated business coaching leadership team.
MajorsApr 16, 2026
Stuller’s Latest Mountings Catalog Is Out NowThe “Mountings 2026-2027” catalog showcases Stuller’s largest and most diverse assortment to date with more than 400 new mounting styles.
PodcastsApr 15, 2026
Episode 4: The Natural Diamond DilemmaSally Morrison and Mark Klein discuss De Beers’ first beacon in 16 years and the mistake the industry made with lab-grown diamonds.
MajorsApr 15, 2026
Spark Creations’ Randy McKenzie Dies at 72 McKenzie spent 45 years with Spark Creations and is remembered for being kind, dedicated, and hardworking.
WatchesApr 15, 2026
These Are the New Rolex Watches for 2026Rolex focused exclusively on the Oyster Perpetual this year, as the model is celebrating its 100th anniversary.
FinancialsApr 15, 2026
Kering’s Jewelry Shines in Q1, Gucci’s Struggle ContinuesThe luxury giant discussed the Middle East conflict and its transformation plans, hinting at a stronger jewelry presence in North America.
SourcingApr 15, 2026
Diamond Club West Coast Names 2026 BoardKalpesh Jhaveri was re-elected as president for a third year.
TechnologyApr 15, 2026
This Jewelry Brand’s Video Series Is Up for a Webby Award“Diamond Divas,” a social media reality series by Shahla Karimi Jewelry, is nominated in the “Best Social: Fashion & Beauty” category.
SourcingApr 14, 2026
De Beers Expands ‘Desert Diamonds’ Beacon Into BridalThe campaign seeks to reignite desire for natural diamond engagement rings by highlighting the “distinct character” of warm-toned diamonds.
FinancialsApr 14, 2026
LVMH’s Q1 Sales Sink 6% Amid Middle East ConflictPlus, how Saks Global’s bankruptcy affected the luxury giant’s first quarter.
SourcingApr 14, 2026
International Jade Summit to Return to MontereyPresented by Mason-Kay Jade, the summit, in its second year, will again be held during the Monterey Bay Jade Festival.
Events & AwardsApr 14, 2026
CBG Releases Details for Las Vegas ShowThe group has announced its lineup of speakers and a new “Rising Stars” pavilion.
CollectionsApr 13, 2026
Uniform Object’s New Jewelry Collection Centers on the ‘Carbon Form’The “Carbon Form” collection explores the contrast between high and low materials, using rubber cord alongside 18-karat gold and gemstones.
Events & AwardsApr 13, 2026
JA Accepting 2026 Impact Initiative ApplicationsThe program provides essential funding to organizations for projects that enhance the jewelry industry.
Events & AwardsApr 13, 2026
Couture Announces New Show in MiamiThe jewelry trade show is launching its first open-to-the-public event in Coconut Grove this November.
CrimeApr 13, 2026
JSA Offers Reward in Oregon Jewelry Store Armed RobberyJSA is seeking information about the gunpoint robbery of a Kay Jewelers location in Oregon’s Washington Square Mall.
WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
