MVMT
ActiveOverview
MVMT Watches is an American brand known for minimalist quartz watches, sunglasses, and accessories targeting millennials and Gen Z. It gained prominence through social media marketing and influencer partnerships, offering premium-looking designs at affordable prices. The brand disrupted the watch market by combining clean aesthetics with direct-to-consumer sales, achieving rapid growth before its acquisition by Movado.
History
MVMT was founded in 2013 in Los Angeles by Jake Kassan and Kramer LaPlante, who raised over $290,000 via Indiegogo crowdfunding. The company expanded from watches to sunglasses in 2016 and sold over 1 million units by 2018. It was acquired by Movado Group in August 2018 for around $300 million, with founders retaining leadership roles.
Product Lines
| Product Line | Positioning | Price Range |
|---|---|---|
| Profile Collection (minimalist unisex watches) | Streamlined modern design | $100 - $250 |
| Cali Diver (diver-style watches) | Casual waterproof models | $150 - $300 |
| Ceramics (ceramic case watches) | Premium material finish | $200 - $350 |
| Automatics (automatic movement watches) | Mechanical upgrade option | $300 - $500 |
| Chronographs (functional chronograph watches) | Sporty multi-function | $200 - $400 |
Manufacturing
Products are primarily manufactured in China to maintain low costs. Watches feature Japanese quartz movements in most models, with some automatics, and mineral glass crystals. Production is outsourced, not in-house.
Notable Products
- Profile Pulse - 44mm minimalist silver watch with clean face and modern metals.
- Cali Diver - Waterproof diver watch with California-inspired design.
- Profile Collection Watches - Unisex line with large dials, minimal details, and neutral colors.
- Ceramics Watches - Watches with ceramic cases for premium aesthetic.
- MVMT Sunglasses - Minimalist eyewear matching the brand's watch style.
Reputation
MVMT is recognized by enthusiasts for accessible minimalist designs and effective social media-driven growth, appealing to younger consumers seeking affordable alternatives to luxury watches. Professionals note its success in influencer marketing but criticize the use of generic Chinese manufacturing and basic quartz movements lacking high-end craftsmanship. Post-acquisition, it maintains its independent image under Movado while facing some skepticism over quality consistency.