Movado Group also produces watches for major fashion houses like Coach, Tommy Hilfiger, and Hugo Boss.
Nearly 30% of revenue now comes from direct-to-consumer (DTC) sites like Movado.com, driven by features like AR try-on tools that appeal to digital natives. who buys movado watches
The flagship brand sees a remarkably balanced 50-50 split between men and women. The "HENRY" and Younger Segments Movado Group also produces watches for major fashion
The price points ($150–$500) make these popular for "wardrobe coordination"—buying a watch to match a specific outfit or style. Where They Buy The "HENRY" and Younger Segments The price points
A major focus for Movado in 2025–2026 is the (High Earner, Not Rich Yet) cohort—professionals in their late 20s who are shifting away from smartwatches toward design-centric timepieces.
Movado has successfully positioned itself as a bridge between high-fashion and traditional watchmaking, attracting a surprisingly diverse audience. While the flagship brand anchors the "accessible luxury" segment, the company's full portfolio reaches everyone from price-sensitive Gen Z trend-seekers to affluent professionals. The Core Flagship Consumer
Reached primarily through the MVMT and Olivia Burton brands. These buyers are heavily influenced by social media aesthetics, influencer endorsements, and price transparency.