Movado has signed British-born actress Lily Collins as its latest brand ambassador, with Collins set to feature it its latest campaign Modern Ahead of its Time.
Movado’s chief marketing officer Mary Leach said the brand was thrilled to have Collins join its line up of ambassadors.
"Lily has such natural presence and a unique and confident sense of her own style. She embodies the brand’s core values of artistry, innovation and has a real passion for excellence.
“She will support the Movado brand image and marketing initiatives as a fresh new face and voice for people of her generation,” said Leach.
Born in England, Lily relocated to Los Angeles, California at the age of five. She has recently starred in the Snow White remake Mirror Mirror, and acted alongside Julia Roberts in American football hit The Blind Side in 2010.
Collins said: "I am so excited to partner with Movado and to be a part of the new ad campaign as their brand ambassador.
“I have always been an admirer of Movado watches, and am proud to have the opportunity to represent a brand that is so historically rich and that is known for its revered philanthropic endeavours as well as its various collaborations with cutting-edge artists."
Movado is a brand that has worked in the long term with performance arts companies and it a supporter of the New York City Ballet and the Lincoln Center for the Performing Arts among others, and has also supported the Miami International Film Festival.
It is part of Movado Group, Inc. which designs, manufactures, and distributes Movado, Ebel, Concord, ESQ Movado, Coach, Hugo Boss, Lacoste, Juicy Couture, Tommy Hilfiger, and Ferrari branded watches worldwide.