Movado is mining its archives to revisit and contemporize iconic Art Deco styles for the 21st century consumer.
The Swiss watchmaker’s Heritage 1917 collection is inspired by the moment in time when wristwatches became a widespread fashion item. Soldiers who had worn the timepieces for utility during World War I returned home and popularized the look for everyday wear.
This was an era of watch design experimentation, and 1917 saw the launch of Movado’s cushion cut watch shape, striking a balance between the round and square cases of the time. Beyond aesthetic creativity, Movado was innovating the mechanical complications within its watches, such as chronographs, minute repeaters and calendars, combining function with fashion.
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Heritage 1917 maintains the cushion shape with a slightly larger face than its predecessor. Featuring a sunburst ombre dial in a range of hues, from silver white to charcoal gray, the face also includes Arabic numerals as a nod to the original 1917 dial. The timepieces are available in styles for men and women with either leather or metal straps.
Here, Margot Grinberg, brand president of Movado, speaks with Fairchild Studio about the inspiration behind the collection and the profile of the modern Movado wearer.
Fairchild Studio: Tell us about the latest Movado collection and campaign. What are some of its differentiating features?
Margot Grinberg: Movado’s latest campaign, “Always in Motion. Since 1881,” celebrates visionaries who continue to set the pace in culture and craft—our Movado Icons: Ludacris, Jessica Alba, Julianne Moore, Christian McCaffrey and Tyrese Haliburton. Each Icon is paired with a timepiece that reflects their individuality and creative rhythm.
This season, we turned to new introductions, including the Heritage 1917 for men and women, the sculptural and elegant Museum Bangle for women that wears like jewelry, the BOLD Quest and the elevated modern sport watch Movado Imperiale. Distinguished by refined design, Swiss precision and an effortless balance of modernity and tradition, each watch represents Movado’s design philosophy: timeless craftsmanship expressed through innovation and artistry.
Fairchild Studio: What was the inspiration behind the new collection and campaign?
M.G.: The campaign was inspired from Movado’s founding principle: the idea that time is both constant and evolving. The brand’s name actually means “always in motion” in Esperanto. The new 1917 collection revisits archival icons from Movado’s past—like the 1917 square case and Art Deco numerals—reinterpreted through a contemporary lens. It’s a visual dialogue between heritage and the forward momentum that has defined Movado for more than 140 years.
Fairchild Studio: How does this collection speak to the brand’s aesthetic and tap into its heritage for the modern day?
M.G.: Movado has always been synonymous with modern design and timeless innovation. From the iconic Museum Dial, celebrated at the Museum of Modern Art, to the new Museum Imperiale, the brand’s aesthetic is rooted in simplicity, sophistication and design. This season, the introduction of the Heritage 1917 pays homage to one of Movado’s earliest archival designs—defined by its refined square case, vintage numerals and artful balance of form and function. The collection reintroduces these signature design codes—clean geometry, elegant restraint and the artistry of Swiss craftsmanship—reinterpreted for today.
Fairchild Studio: Who is the modern-day Movado watch wearer? How is the brand evolving its offerings for the contemporary consumer?
M.G.: Today’s Movado wearer is someone who values craftsmanship and design, but also self-expression. Whether an artist, athlete or entrepreneur, they see a watch not just as a measure of time, but as a marker of a special milestone or achievement and personal style. Movado continues to evolve through a mix of innovation and accessibility, introducing more automatic watches, designs for women and limited editions that celebrate culture, artistry and individuality. The brand’s collaborations and campaigns mirror the diversity and creativity of the modern consumer while staying true the core DNA of the brand.
Fairchild Studio: What’s next for the brand?
M.G.: As Movado looks ahead, the focus remains on deepening its connection with the next generation of consumers through meaningful storytelling, craftsmanship and design innovation. The brand will continue to build on its “Always in Motion” platform, exploring new partnerships, product innovations and creative expressions that celebrate culture and time. From limited-edition collaborations to releasing new Heritage collections, Movado will continue to honor its past while shaping the future of modern watchmaking.
To learn more, visit movado.com.