Movado Group has opened its first accounts for MVMT in the UK. MVMT is a millennial-focused watch brand that the group bought in 2018 for around $100 million.
The Los Angeles-based company was founded by Jacob Kassan and Kramer LaPlante in 2013, initially selling only watches and later adding sunglasses and accessories in 2017.
It had sales of around $71 million at the time it was bought by Movado Group.
The lifestyle brand and ecommerce business is active in more than 160 countries. Sales are almost entirely online, although it does work with major US department stores including Nordstrom and Bloomingdales.
It has a similar business model and customer demographic to Olivia Burton, which Movado Group bought in 2017, but has a stronger following across men as well as women.
Movado Group UK’s general manager Steve Brydon told WatchPro today that MVMT went into UK stores for the first time this month. He is working on rolling the brand out across department store chain John Lewis and Signet Jewelers multiples Ernest Jones and H. Samuel this year.
MVMT has a strong following on social media including 3.7 million Facebook followers who tune in for striking photography promoting its watches.