MVMT
- Founded
- 2013
- Based in
- Los Angeles, California, USA
- In our catalog
- 1 watch from $95 to $130
MVMT (pronounced "movement") is a business story first and a watch story second. Two college dropouts in Los Angeles raised money online, sold clean, inexpensive watches through Facebook and Instagram ads aimed at young buyers, and built a company big enough for Movado to buy in 2018.
History
Jake Kassan and Kramer LaPlante started MVMT in 2013 and raised around $300,000 on Indiegogo, a big number for a fashion watch at the time. They kept prices low, sold mainly online and spent heavily on social media ads with a travel and lifestyle look. It worked: MVMT grew into one of the fastest-growing fashion watch brands of the 2010s, and added sunglasses and accessories.
Movado Group bought the company in 2018 for a reported $100 million or so up front. MVMT still runs as a separate brand under Movado.
Signature models
- Classic Black Tan: The watch that defined the brand: a black dial with almost no markings, a black case and a tan leather strap.
What it's known for
A clean look at a low price, and marketing that made it impossible to miss for a few years. The watches use Japanese quartz movements and are made in China. They look smart in photos and on the wrist, but the build quality is in line with the price.
Price and positioning
MVMT watches mostly cost $100 to $200. In the same range, Daniel Wellington and Skagen offer similar minimal designs, and Timex, Seiko and Orient offer more watchmaking for the money. MVMT makes sense if the look is what you're after.
MVMT watches in our library
- MVMT Classic Black Tan ($95 to $130)