A pioneer in watchmaking since 1881, Movado partnered with Aruliden to preserve its heritage while evolving its expression for the future. Together, we developed a refreshed strategy, identity, and campaign inspired by the brand’s legacy of balancing creative ingenuity with timeless restraint.

This philosophy—defined by balance, rhythm, and contrast—forms the “gold thread” of Movado’s signature. At its core is the iconic Museum Dial, originally designed in 1947 by Nathan George Horwitt and inspired by the position of the sun at high noon. We distilled this symbol to its purest form, reinforcing the brand’s commitment to radical simplicity.

To support this evolution, we partnered with type foundry Schick Toikka to create Movado Sans, a custom typeface designed to complement the new wordmark. We also developed a scalable Design Language System to extend the identity across Movado’s digital ecosystem, including Movado.com.

The work launched with an evergreen campaign that reintroduces Movado as a universal and cultural timekeeper. Featuring a diverse array of hands connected by the brand’s watches, it bridges past and present while celebrating harmony and iconic design.