Movado Brand + Experience Evolution
A pioneer in the industry — Movado has been mastering the art of watchmaking since 1881. Aruliden, a Material+ Company, partnered with our digital team to preserve the brand’s heritage, elevate its expression, and carry it into the future. Our collaboration ensures the brand’s enduring relevance for generations of watch enthusiasts to come.
The evolved strategy, refreshed identity and launch campaign is inspired by the rich heritage of the brand. Throughout Movado’s history people knew to expect the unexpected — always delivering the perfect balance of creative ingenuity and timeless restraint. This unity of balance, rhythm and contrast forms the “gold thread” of Movado’s irreverent signature.
The Ask
Support the brand evolution by consulting on various digital touch points throughout the customer journey, enhancing the user experience and modernizing the brand’s customer relationships.
DIGITAL TIMELINE: 10 Weeks
ROLE: Product Leadership
The Process Deep Dive
Empathize & Define
The Aruliden team had been on the ground for several months reinvisioning the brand strategy, positioning, and story. After foundational visual elements had been crafted, I engaged the product team in evaluating the current digital experience, and identifying critical experience opportunities.
Activities:
Heuristic Audit
Light Technology Audit
Content Audit
User Story Development
Roadmap Development
Concept & Design
We developed prototypes of experimental features and ideas to enhance the eCommerce experience. These concepts helped define priorities and inform design direction throughout the engagement.
The design team crafted a net-new Design Language System, based of the stellar work the brand team had already set as our foundation.
Activities:
Facilitated Cross-Disciplinary Refinement Workshops
Content Recommendations
Design Language Development
Prototype Design
Develop & Iterate
Designers and product managers met regularly to ensure design intent was fully realized. The brand team consistently provided feedback on the digital work stream to ensure the ethos of the new brand and modern aesthetic was realized both in content and aesthetically.
Activities:
Visual QA
Backlog refinement
The Museum Dial, designed in 1947 by Nathan George Horwitt was inspired by the position of the sun at high noon. The Movado icon distills the essence of the design to its purest form, championing radical simplicity across all channels as the brand touches.
Artistry and craftsmanship have been enduring pillars of the Movado brand since 1881. The design team worked in partnership with the type foundry Schick Toikka to develop Movado Sans — a uniquely ownable, custom typeface, complimenting the new wordmark.
Connecting the Dots
The work launched with an evergreen brand campaign re-introducing Movado as a universal and cultural timekeeper. Capturing a diverse array of hands, from all walks of life, all connected by Movado’s iconic watches.
