The digital transformation of watchmaking

Movado Group: how to stay relevant in the digital age

STRATEGY

By Ash Longet

May 2019

The American group is undertaking several initiatives to keep on track with new generations: it has just acquired fashion brands MVMT and Olivia Burton, it’s launching new smartwatches at Movado and going aggressively digital in communication and sales. What are the results so far? We met the group’s Chairman and CEO Efraim Grinberg.

Movado Group: how to stay relevant in the digital age

STRATEGY

By Ash Longet

May 2019

Movado Group: how to stay relevant in the digital age

The American group is undertaking several initiatives to keep on track with new generations: it has just acquired fashion brands MVMT and Olivia Burton, it’s launching new smartwatches at Movado and going aggressively digital in communication and sales. What are the results so far? We met the group’s Chairman and CEO Efraim Grinberg.

T

he Movado Group held its annual “summit” last March in Davos, Switzerland, just a few days ahead of Baselworld. Some 500 representative of the professional watch community, aficionados and press from 40 countries (including Europa Star) attended the event. According to CEO Efraim Grinberg, the group spent around $2 million for the 3-day summit in the Swiss mountains, against about $10 million previously when it was an exhibitor at the Basel fair, which it left in 2017.

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