Swiss watch brand, Movado has announced its Icons campaign, synonymously revealing its five new global ambassadors: Ludacris, Christian McCaffrey, Jessica Alba, Tyrese Haliburton and Julianne Moore.
In the new campaign, Ludacris - actor, entrepreneur and three-time Grammy-winning rapper - sports two different watch models. One is the Museum Classic in a stainless steel and yellow gold-tone PVD, the other, a BOLD Verso Automatic in a gold-tone build and a gray sunray dial.
Exuding rugged masculinity, professional football player, Christian McCaffrey showcased the Movado SE chronograph and a Series 800 in vibrant red. All-Star professional basketball player, Tyrese Haliburton is styled with a yellow gold-tone and black BOLD QUEST timepiece, a model that emanates sleek, luxe-sport appeal.
As for Julianne Moore, the award-winning actor wears an elegant Museum Classic wristwatch. Adorning the wrist of Jessica Alba is a white and pale yellow gold-toned Bold Evolution 2.0 model, which features a preciosa crystal on Movado’s signature 12 o’clock window.
The campaign, envisioned and shot by Mert Atlas and Marcus Piggot embodies a “When I Move You Move” ethos. Evoking a casual but sophisticated vibe, celebrity stylist Mel Ottenberg dressed the ambassadors in a wardrobe of denim and monochrome. Movements and choreography were under the supervision of Stephen Galloway, ensuring the ambassadors maintained their essence while also embodying the campaign’s dynamic message.
“We are proud of our multi-year partnership with this roster of amazing talent across culture and entertainment and to feature them in our 2024-25 global brand campaign,” notes Efraim Grinberg, the chairman and CEO of Movado Group, who also stresses the importance for aligning with “individuals that truly represent Movado’s legacy of innovation, commitment to excellence and iconic design.”
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