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.
These customers are often motivated by an existing affinity for the parent fashion label rather than watch technicals. who buys movado watches
The price points ($150–$500) make these popular for "wardrobe coordination"—buying a watch to match a specific outfit or style. Where They Buy Nearly 30% of revenue now comes from direct-to-consumer
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. and Hugo Boss.
Movado Group also produces watches for major fashion houses like Coach, Tommy Hilfiger, and Hugo Boss.