MVMT (pronounced movement) is a lifestyle brand that primarily focuses on designing and selling fashion watches and accessories. It was founded in 2013 by Jake Kassan and Kramer LaPlante, two college dropouts who aimed to disrupt the traditional watch industry by offering stylish and affordable timepieces.

Initially, MVMT gained popularity through its online presence and direct-to-consumer model. The brand emphasized minimalist designs, quality materials, and competitive pricing, which appealed to a younger demographic seeking fashionable yet affordable accessories. MVMT watches often feature clean, contemporary aesthetics with options for various colors, materials, and interchangeable straps.

Over time, MVMT expanded its product lineup to include sunglasses, bracelets, and other accessories. The brand has also collaborated with influencers and launched limited-edition collections. While watches remain their core product, MVMT has diversified its offerings to cater to a broader range of style preferences.

Since its inception, MVMT has experienced significant growth and garnered a large following, particularly on social media platforms. The brand's success led to its acquisition by the Movado Group, a well-established watchmaker, in 2018. This partnership provided MVMT with additional resources and distribution channels while allowing the founders to maintain creative control over the brand.

In summary, MVMT is a lifestyle brand known for its affordable and stylish watches and accessories, with a focus on minimalist designs and a direct-to-consumer approach.

MVMT strengths

MVMT has gained a significant following and stands out in the market for several reasons:

1. Affordable Luxury: MVMT offers watches and accessories that possess a sense of luxury and style without the exorbitant price tags typically associated with high-end brands. By providing quality products at more accessible price points, MVMT has made luxury aesthetics attainable for a broader audience.

2. Minimalist Design: MVMT's watches are known for their minimalist and contemporary designs. They often feature clean lines, uncluttered dials, and simple color schemes, appealing to individuals who prefer a sleek and understated look. This minimalist approach has become a signature of the brand, setting it apart from more elaborate and ornate watch styles.

3. Social Media Marketing and Influencer Collaborations: MVMT has been successful in harnessing the power of social media platforms to build its brand. Through strategic marketing campaigns and collaborations with influencers and celebrities, the brand has effectively reached its target audience, especially younger consumers. This emphasis on digital marketing and influencer partnerships has contributed to MVMT's rapid growth and increased brand visibility.

4. Diversification of Product Line: While watches remain the core product for MVMT, the brand has expanded its offerings to include sunglasses, bracelets, and other accessories. This diversification allows customers to build a cohesive and fashionable style using MVMT products beyond watches alone. By catering to various fashion preferences and providing complementary accessories, MVMT has broadened its appeal and become a lifestyle brand.

5. Movado Group Partnership: MVMT's partnership with the Movado Group, an established watchmaker with expertise and resources, has further enhanced the brand's credibility and growth potential. The collaboration has provided MVMT with additional distribution channels, manufacturing capabilities, and industry knowledge, allowing the brand to scale its operations while maintaining its distinct identity.

These factors collectively contribute to what makes MVMT special and have helped it carve out a niche in the watch and accessories market. The brand's combination of affordability, minimalist design, direct-to-consumer approach, strategic marketing, and partnership with the Movado Group has propelled MVMT's success and appeal to a wide customer base.

MVMT main products

MVMT offers a range of products, with watches being their primary focus. Here are the main product categories from MVMT:

1. Watches: MVMT offers a diverse selection of watches for both men and women. Their watch collection features a variety of styles, including classic, minimalist, chronograph, sport, and more. The watches often incorporate stainless steel or leather straps, and customers can choose from different dial colors, case finishes, and sizes. MVMT watches are known for their contemporary designs and quality craftsmanship.
2. Sunglasses: In addition to watches, MVMT has expanded into the sunglasses market. Their sunglasses collection includes a range of styles, such as aviators, square frames, round frames, and cat-eye frames. Like their watches, MVMT sunglasses tend to feature minimalist aesthetics with options for various frame materials, lens colors, and polarized lenses.

3. Bracelets: MVMT offers bracelets that are designed to complement their watches and sunglasses. These bracelets are typically made of materials like stainless steel, leather, or nylon, and they come in different colors and patterns. The bracelets are meant to add a stylish and coordinated touch to one's overall look.
4. Accessories: MVMT also provides a selection of accessories to enhance the overall style and functionality of their products. These include watch straps, watch boxes, travel cases, and other related accessories. The availability of interchangeable watch straps allows customers to customize their MVMT watches and adapt them to different occasions and outfits.

It's worth noting that MVMT's product offerings may evolve and expand over time, as they continue to innovate and respond to customer preferences. However, watches, sunglasses, bracelets, and accessories have been the core product categories that define MVMT's brand identity.