Luxury Swiss watchmaker Movado has launched the second chapter of its Always in Motion. Since 1881 campaign, bringing together five cultural icons in a cinematic showcase of design, heritage and individuality.
The campaign reunites musician and actor Ludacris, actress Jessica Alba, American football star Christian McCaffrey, Oscar-winning actress Julianne Moore, and NBA All-Star Tyrese Haliburton. Each figure was selected not only for their influence in their respective fields but also for how their personal journeys reflect Movado’s philosophy of timeless motion.
Celebrating heritage through icons
Margot Grinberg, President of Movado, said the brand sought to deepen its storytelling for the second year running.
“Building on last year’s campaign, we remain true to our DNA with a concept inspired by the meaning of Movado—‘always in motion’ in Esperanto. This campaign showcases the design and intricate details of our watches, capturing each Icon through a more intimate lens,” she said.
Directed by Stuart Winecoff, the films and portraits spotlight Ludacris, Alba, McCaffrey, and Moore inside John Lautner’s Harvey House in Los Angeles. The midcentury modern landmark, with its geometric architecture and sunlit interiors, was chosen to echo Movado’s design language—clean, minimalist, yet deeply expressive.
Meanwhile, Haliburton was photographed in Indianapolis by Jennifer Livingston inside a midcentury residence designed by architect Evans Woollen III. His imagery continues the architectural dialogue of light and form established in the Los Angeles setting.
Watches that mirror individuality
Each Icon is paired with a timepiece that reflects their identity. Ludacris wears the BOLD Quest, a 1970s-inspired design that balances geometry with modern edge. Alba and Moore are seen with the Museum Bangle, a sleek design rooted in Movado’s heritage of elegance. McCaffrey appears with the Museum Imperiale, combining refined styling with sport-driven performance. Haliburton is captured with the Heritage 1917, a contemporary reinterpretation of Movado’s first square watch.
The brand said the collection embodies its enduring design philosophy—modern, minimal and “always in motion.”
Global launch
The campaign is being rolled out across digital and social platforms, retail locations, and Movado’s official website. Through cinematic films, still portraits, and curated storytelling, Movado hopes to connect its history of Swiss craftsmanship with a modern global audience.
Movado, founded in 1881, is best known for its Museum Watch, first designed in 1947 by American designer Nathan George Horwitt, which became an icon of 20th-century design. The brand says its latest campaign continues to draw on this legacy of innovation while aligning with contemporary cultural figures shaping music, sport, and cinema.
With Always in Motion, Movado seeks not only to highlight its latest collections but also to position itself as a cultural participant—capturing moments where design, heritage, and personal expression converge.
