linked in facebook twitter rss

  • Interbrand
  • Brandchannel

your chance!
your chance!
Also of interest...


Selectively Social
by Chana Mayefsky
July 1, 2010

Brandchannel’s weekly Digital Watch feature takes a deeper look at brands’ digital strategy. Our latest case study, Movado, examines a luxury brand that's fighting to rebuild its business, and recently announced a major shift in its retail and distribution strategy.

OVERVIEW Nineteen-year-old Achille Ditesheim likely never dreamed his Swiss company would become a US$300 million business back when he founded the luxury watch company Movado in 1881. Movado, meaning “always in motion” in Esperanto, has traditionally been a brand to reckon with in the watch industry. Although it has suffered through periods of decline, especially in the 1980s and 1990s, under the leadership of CEO Gerry Grinberg the Movado brand rallied to new heights of success. It's now attempting to recapture those glory days with a new retail strategy, as noted above.

Movado, under the umbrella Movado Group, is defined by its innovative Museum watches and, in particular, by its distinctive designs featuring, simply and elegantly, a single hour and minute hand on a solid background with a single dot on the 12 o’clock mark. And the brand, although known almost exclusively for its watches, has branched out into jewelry, offering a pricey array of rings, necklaces, earrings, and bracelets.

Movado WEBSITE Movado’s website incorporates its knack for time in every click a user makes. As loads, and for each and every click made throughout the site, a timepiece makes its clockwise rotation. A black background appears on every page, just like the watch’s signature black background.

The website’s initial image features a woman’s arm donning a bracelet, resting easily on what is an ambiguous part of a woman’s body (her own or another is unclear), and is quickly followed by its tagline, in a boldfaced “Movado: The Art of Design.” The scene then transitions to a picture of a woman’s bare midriff, graced by an elegant necklace hanging loosely near her waist. After a few more quick pictures of different nude portions of a woman’s body touting Movado jewelry (one of which creates the impression of a woman’s nipple, but upon further investigation is simply the reflection of the jewelry), the home page rests on one of these snapshots.

It is somewhat surprising that the brand, which is synonymous with watches, would prefer to feature its smaller jewelry enterprise center stage. Perhaps Movado hopes to focus more attention on its brand extension since it is convinced of its primary product’s achievement. It may also be the case that consumers prefer to shop for high-end items in person, and are more likely to buy more inexpensive jewelry online.

The website caters to both men and women consumers who may have visited with a watch purchase in mind, but whose attention is quickly captured by the glamorous jewels. And hey, if a woman’s body can sell cars, it can certainly sell jewelry.

The website offers options to view its watches and jewelry, and to learn about Movado’s Brand Ambassadors, a roster of celebrities that includes Amanda Seyfried, Kerry Washington, Wynton Marsalis, Derek Jeter, and Tom Brady. Very interestingly, not one of these Movado celebrities, all of whom are pictured under the ambassador category, is sporting any Movado wares.

Web visitors can locate a retailer, a list that will narrow as Movado shifts from branded standalone stores to third-party sellers; find information for Movado customer care and watch service; and sign up to become a Movado VIP (which seems to be less of a loyalty program than an email marketing list) by filling out a basic form.

Web surfers can navigate to see the Movado Series 800 as well as ESQ by Movado, which redirects to a Facebook page. Below that are testimonials from buyers who are beyond thrilled with their ESQ purchases. The entries are short, informal, and a good marketing ploy featuring positive feedback from satisfied consumers.

SOCIAL MEDIA In contrast with ESQ Movado's Facebook page, which has 6,800 fans, the official Movado page claims just over 9,000 fans. Movado uses its primary Facebook page to highlight recent brand recognition, such as brand ambassador Kerry Washington wearing a purple Movado watch at the Tony Awards. It also informs readers of Movado watches being featured in different magazines, and alerts fans to venues where they can find performances by Movado ambassadors like a jazz concert with Wynton Marsalis. Most of the other Movado posts are formal responses to fans’ questions of where they can find a particular watch or have a watch repaired.

The ESQ Facebook page (, which can be accessed by clicking on the "Find us on Facebook" tab on the ESQ microsite home page, is similar to the Movado Facebook page, similarly reachable by clicking on a "Find us on Facebook" tab on the home page.

On ESQ's Facebook page, there are basic comments, raves, questions, and requests from fans to one another and to ESQ. With almost 7,000 fans, this page is not as popular as the Movado page, but, like its more interactive website, it seems to generate a little more user content and interaction.

Both Movado and ESQ by Movado lack Twitter pages. With more focus on social media, Movado Group could certainly beef up its relationship with prospective buyers (the Facebook comments indicate there are many brand fans just working up the guts, or the money, to shell out for their first Movado), and convince consumers that quality and style are everything.

Until then, only time will tell if the brand's digital presence will help it weather its shifting strategy.


Chana Mayefsky is a freelance writer. She graduated Summa Cum Laude from Yeshiva University and holds a Bachelor's degree in English and a Master's degree in Jewish History.

*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
 commenting closed Add Social Bookmark bookmark  print
 suggest topic  recommend ( 3 )  email

  brandchannel Digital Watch archive   2012  |  2011  | 2010  |  2009  |  2008  |  2007  |  2006  |  2005  |  2004  |  2003  |  2002  |  2001
Dec 23, 2010 Thermador - Turning Up the Digital Heat -- Barry Silverstein
  Cooking up digital innovations for foodies.
Dec 17, 2010 Digital Watch: Otis - The Elevator Brand’s Rise to the Top -- Mark J. Miller
  The elevator brand’s rise to the top
Dec 10, 2010 Weber - Up In Your Grill -- Chana Mayefsky
  The grilling and BBQ brand aims to stay hot with consumers year-round.
Dec 3, 2010 Nissan Leaf - Powering Up Digital -- Caroline Smith
  Nissan is betting on the lifestyle that consumers will build around the car as a selling point in its digital and social marketing.
Nov 24, 2010 Butterball - Talking Turkey -- Mark J. Miller
  5,500 Butterball employees are ready, on all platforms, to talk turkey.
Nov 19, 2010 Kinect for Xbox 360 - Social Kinect-ions -- Mark J. Miller
  Microsoft’s multi-million dollar marketing push for Kinect pays off.
Nov 11, 2010 Gucci - Putting the App in Apparel -- Mark J. Miller
  Gucci extends haute couture brand to social media and the iPad, with mixed results
Nov 5, 2010 Rubbermaid - ’Maid to order -- Mark J. Miller
  Rubbermaid takes a serviceable approach to social media, but it’s not cleaning up (yet).
Oct 29, 2010 Kleenex: - Blowing It Online? -- Mark J. Miller
  Kleenex takes a serviceable approach to its digital marketing — but misses opportunities to better engage moms, eco-conscious consumers and hayfever sufferers.
Oct 22, 2010 Ronzoni - New Media Pasta -- Chana Mayefsky
  Ronzoni starts to simmer on social media — but needs to turn up the heat.
Oct 15, 2010 Best Buy - A Twelpforce to be Reckoned With -- Mark J. Miller
  Best Buy’s social media strategy delivers on its promise of a connected digital world for consumers and employees alike.
Oct 8, 2010 Pampers - Friending Facebook -- Sheila Shayon
  P&G’s first Facebook store, for Pampers, is being closely watched.
Oct 1, 2010 Louis Vuitton - Cyber Fashion Seeker -- Sheila Shayon
  Louis Vuitton continues upping the stakes for luxury brands in digital with interactive, live fashion collections on Facebook, the iPad and mobile.
Sep 24, 2010 Hertz - goes electric -- Sheila Shayon
  Hertz promotes its commitment to electric vehicles on social media.
Aug 27, 2010 Aveeno - digital radiance -- Chana Mayefsky
  Aveeno emphasizes the brand’s integration of science and nature via digital.
Aug 20, 2010 Manischewitz - digi-kosher -- Chana Mayefsky
  Manischewitz shows how a pre-eminent kosher food brand expands its brand on digital platforms — without leaning on the word "kosher."
Aug 6, 2010 Warrior Dash - spartan fun -- Robyn Schechter
  Warrior Dash shows how an extreme sport brand invokes the warrior spirit through digital and social platforms.
Jul 29, 2010 Huffy Bicycles - virtual tour -- Chana Mayefsky
  Huffy, the classic American bicycle brand, is using its website and Facebook effectively to engage cyclists of all ages.
Jul 22, 2010 U by Kotex - breaking the cycle -- Jennifer Gidman
  Kimberly-Clark's U by Kotex brand aims to break down the barriers around menstruation and feminine hygiene products by using humor and social media.
Jul 16, 2010 KIND Snacks - digital altruism -- Sheila Shayon
  Kind Snacks shows how a health food brand can craft a cause marketing campaign that combines social media, moxie, and random acts of pay-it-forward kindness between strangers.
Jul 9, 2010 Ben & Jerry's - Digital Cool -- Charlotte Parsons
  Ben & Jerry’s demonstrates how a once-bucolic hippieish brand can add a scoop of cyber savvy with mobile apps and augmented reality.
Jun 25, 2010 Whole Foods Market - Socially Organic -- Mark J. Miller
  Whole Foods Market seeks to be as open, transparent and nutritious on digital platforms and social media as it is in its stores
Jun 18, 2010 Priceline - Digital Negotiator -- Barry Silverstein
  Priceline leverages William Shatner as "The Negotiator" to leverage its brand in digital media
Jun 11, 2010 McDigital - McDonald's Gets Social With Moms -- Mark J. Miller
  McDonald’s uses social media to get the word out to the keeper of the family pocketbook, menu-planning committee and snack czar: mom.
Jun 4, 2010 Gatorade - Drink it up -- Mark J. Miller
  Gatorade’s digital marketing department is keeping extremely busy online. One of the main tools in their arsenal: the celebrity endorsement of big-name athletes.
May 28, 2010 Victoria’s Secret? - Transparency Online -- Abe Sauer
  Victoria’s Secret has stormed Facebook in one short year, offering a lesson in how to extend a brand into digital spaces with multiple brands
May 21, 2010 GlaxoSmithKline - Drug Kingpin -- Mark J. Miller
  GlaxoSmithKline treads carefully in social media as not only a pharmaceutical manufacturer grappling with FDA rules, but as one of the world’s leading pharma brands.
May 13, 2010 BP - Turning Black Into Green via the Social Web -- Mark J. Miller
  BP: Turning Black Into Green via the Social Web
May 6, 2010 L.L. Bean - camped online -- Barry Silverstein
  L.L. Bean shakes off its stodgy image with a customer-centric website and an online brand extension, L.L. Bean Signature, to skew younger.
Apr 30, 2010 Cannondale - crank it up -- Mark J. Miller
  A look at how the Cannondale brand stands for quality high-end bicycles for those who are truly passionate about cycling.
Apr 23, 2010 Cirque du Soleil - web spectacle -- Robyn Schechter
  Cirque du Soleil aims to make its Web presence as thrilling as its live shows.
Apr 16, 2010 Maserati - vroom with a view -- Mark J. Miller
  Venerable Italian car brand Maserati speeds up online.
Apr 8, 2010 W Hotels - wowing the web -- Barry Silverstein
  W Hotels has room for online guests.
Apr 1, 2010 Samuel Adams Beer - pouring it on -- Barry Silverstein
  Samuel Adams brings tradition and taste to its website.
Mar 26, 2010 Vidal Sassoon - a cut above -- Mark J. Miller
  Vidal Sassoon’s website has both form and function.
Mar 18, 2010 Bobbi Brown - nice foundation -- Preeti Khicha
  Bobbi Brown cosmetics doesn’t blush online.
Mar 11, 2010 Wonder Bread - slice-by-slice -- Mark J. Miller
  Wonder Bread’s website serves up nutritional facts.
Mar 5, 2010 Louboutin - red souls, green light -- Robyn Lynne Schechter
  Louboutin high heels it online.
Feb 25, 2010 Frisbee - flying high -- Mark J. Miller
  Frisbee goes for a spin online.
Feb 18, 2010 Start Curling - right off! -- Renée Alexander
  Start Curling stone cold success online.
Feb 10, 2010 Oneida - silver lining? -- Mark J. Miller
  Oneida is sharp but not cutting-edge online.
Feb 4, 2010 Visit Singapore - welcome -- Preeti Khicha
  Visit Singapore welcomes online travelers.
Jan 28, 2010 Mrs. Butterworth - sticking around -- Mark J. Miller
  Mrs. Butterworth becomes a modern woman online.
Jan 21, 2010 Wigwam Socks - sock it to me -- Mark J. Miller
  Wigwam Socks has a toehold in the industry.
Jan 14, 2010 Louisville Slugger - hitting it off online -- Mark J. Miller
  Why Louisville Slugger is anything but sluggish.
Jan 7, 2010 Ed Hardy - tattoo taboo? -- Robyn Lynne Schechter
  Ed Hardy brand hardly stylish online.