Movado- Derek Jeters choice
Movado hits the playing fields with Series 800
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| New York Yankee Derek Jeter in ads for Movado’s sporty Series 800. |
New York—Movado, known for its artfully simple Museum dial, has never produced a sports watch—until now. National Jeweler caught up with Movado President Jeffrey Cohen to find out more about Movado’s Series 800.
National Jeweler: What inspired the Series 800?
Jeffrey Cohen: We introduced the Series 800 both to reinforce our position as a leader in the $500 to $1,500 price range and to continue bringing new [customers] into the brand. We hope to attract a younger demographic on the one hand—the new customer who might later step up to a Museum watch. On the other hand, we hope to sell watches to Movado owners who are looking for something different.
NJ: How does it differ from other sports watches in its price range?
JC: The Series 800 employs the iconic Movado dot at 12 o’clock, which is our identifiable signature and signifier of quality and craftsmanship. This translates the DNA of the brand: It’s a sporty Movado, but clearly still a Movado. We’re using Performance Steel, a higher-grade stainless steel, the kind used on surgical supplies, for extra durability. You have a choice of a stainless steel bracelet or a ThermoResin strap that’s exceptionally durable and protects against ultraviolet rays. The line features wave-textured dials, a unidirectional bezel, screw-down crown and caseback, and a rubber adornment for backing. You can dress it up or down.
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| Watches in Movado’s Series 800 deploy the Museum dial, bright colors and a choice of stainless steel bracelet or ThermoResin strap. |
The first wave, known as the Diver collection, is available in men’s, unisex and ladies’ models, measuring 43, 38 and 28 millimeters, priced at $700 with the ThermoResin strap or $1,000 for the bracelet. The dials are black, white, red, blue and yellow. The second wave is the Chronograph model, which uses the same materials but has an upgraded movement. It hits markets around Nov. 1 and is $1,000 for the strap model, $1,300 for the bracelet.
NJ: How widely available will Series 800 be the first year?
JC: It’ll be available in less than 10 percent of all stores that carry Movado. We’re being very selective. We can only produce so many watches initially, and we want to grow the line organically. Our retail partners bought out the entire collection in five weeks: Distribution is very tight.
It’ll be featured in our best fine-jewelry stores, department stores such as Macy’s and Nordstrom, and chains such as Kay Jewelers and Tourneau. We’ll support the line with strong point-of-sale visuals: They’ll emphasize the black and stainless steel motif, and give you a sense of action, an edginess, but they’ll still clearly be Movado displays. We call it the “Art of Performance” campaign, like the “Art of Design” campaign for our Museum watch.
NJ: Why were New England Patriot quarterback Tom Brady and New York Yankee shortstop Derek Jeter chosen for the ads?
JC: They’re right in line with all of our other ambassadors in that they represent excellence; they’re the best at what they do. [Brady and Jeter] will be advertising the Series 800 lines in an array of color magazines—men’s, fashion and general interest—as well as on outdoor billboards and on TV ads that will run through the holidays.
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