MVMT

What MVMT does

MVMT is a California-based direct-to-consumer watch and accessories brand founded in 2013, offering men's and women's timepieces (quartz and automatic), polarized sunglasses, and jewelry at price points ranging from approximately $75 to $348. Core product technology centers on Japanese Miyota movements — including the MIYOTA 8215 automatic movement with Côtes de Genève rotor and exhibition case back — hardened mineral crystal, proprietary ceramic case technology, and a quick-release interchangeable strap system. The portfolio spans dress watches, dive watches (Cali Diver line with up to 10ATM water resistance), chronographs, ceramic editions, automatic timepieces, and a recurring cadence of limited-edition collaborations with influencers and brands such as Call of Duty, Hello Kitty, and motocross athlete Jett Lawrence.

The brand operates primarily through its owned e-commerce storefront at mvmt.com, supported by social media-driven acquisition (5M+ followers), influencer marketing, email campaigns, and a gifting-oriented assortment targeting birthdays, weddings, anniversaries, and graduations. MVMT's customer base consists of fashion-conscious men and women seeking modern California-minimalist design at sub-luxury prices, with additional distribution through Movado Company Stores (parent-company physical retail) and eShopWorld for international cross-border fulfillment. Checkout supports Adyen, Klarna, Affirm, Apple Pay, Google Pay, Amazon Pay, and PayPal, with social login via Facebook and Twitter/X.

In December 2025, MVMT was acquired by Movado Group, Inc. (NYSE: MOV), a publicly traded diversified watch conglomerate whose portfolio also includes Movado, Olivia Burton, Concord, and Ebel, alongside licensed brands Calvin Klein, Coach, Hugo Boss, Lacoste, and Tommy Hilfiger. MVMT continues to operate as an active subsidiary brand from its Los Angeles design headquarters, while legal and operational oversight sits under Movado Group's Paramus, New Jersey corporate headquarters. The company reports 11-50 employees, 95,000+ five-star customer reviews, and an original 2013 seed funding round of $300,000.

Name

MVMT

Legal name

Movado Group, Inc.

Website

https://mvmt.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

MVMT is a California-based direct-to-consumer watch and accessories brand founded in 2013, offering men's and women's timepieces, sunglasses, and jewelry at $75-$348 price points. Now a subsidiary of Movado Group, it serves fashion-conscious consumers seeking modern minimalist design at accessible prices.

Ownership category

akta.pro rank

Product category

Watches and Fashion Accessories

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831), Optical Goods Retailers (45613), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Jewelry Stores (5944), Retail-Apparel & Accessory Stores (5600), Ophthalmic Goods (3851)

akta.pro primary industry

Fashion Watches (CRAKADAD)

akta.pro secondary industries

Reading Glasses (OTC) (CRAAAKAG), Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK)

Keywords

• Watches and timepieces
• Eyewear and sunglasses
• Fashion jewelry accessories
• Direct-to-consumer accessories
• Affordable luxury watches

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Watches: Primary revenue stream from sale of men's and women's watches including automatic, quartz, and ceramic models. Price points range from approximately $75 to $348 for standard models.
2. Eyewear: Sale of sunglasses and polarized eyewear including aviator, round, square, and rectangle frame styles
3. Jewelry: Men's and women's jewelry including necklaces, bracelets, chains, cuffs, and pendants in various materials and colors
4. Accessories: Watch bands, blue light glasses, and gift boxes sold as supplementary products

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

MVMT designs and sells men's and women's watches (quartz and automatic, including Miyota-powered automatic and ceramic models), sunglasses (polarized and non-polarized), and jewelry (necklaces, bracelets, chains, cuffs, pendants). The brand also offers watch bands, blue light glasses, and limited-edition collaborative timepieces. Products are priced between approximately $75 and $348 and sold primarily through its own e-commerce site, Movado Company Stores, and eShopWorld for international orders.

Product overview

MVMT (Move) is a California-based watch and accessories brand founded in 2013, now owned by Movado Group. The company offers a portfolio of timepieces and eyewear under a California Minimal design philosophy. Core products include men's and women's watches (featuring quartz and automatic movements), sunglasses (polarized and non-polarized), and jewelry (necklaces, bracelets). Watch collections span multiple styles: dress watches, dive watches (Cali Diver), chronographs, ceramic watches, and automatic timepieces. Recent offerings include the Odyssey II Automatic with Miyota 8215 movement, Mulholland chronograph collection inspired by 70s auto racing, and SS25 women's watches featuring various case shapes. The brand also produces limited edition collaborations with influencers and franchises. MVMT emphasizes interchangeable straps, Japanese quartz and automatic movements (Miyota), and water resistance ratings across its watch range.

Differentiator

Problem solved

Functional benefit

Products and services

• Watches MVMT's primary product category featuring men's and women's timepieces including quartz and automatic movements. The line spans dress watches, dive watches (Cali Diver), chronographs, ceramic editions, and automatic collections (Odyssey II with Miyota 8215 movement, Legacy Slim Auto, Mulholland) in price points from approximately $75 to $348.
• Sunglasses

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

One partnership is on record.

• Movado GroupcoreOthers · 22 December 2025Movado Group, Inc. acquired MVMT as part of strategic M&A activity to strengthen their market position in the digital-first watch segment. MVMT operates as a subsidiary brand under Movado Group's portfolio which also includes Movado, Olivia Burton, Concord, and Ebel brands.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mvmt
• Xx.com/mvmt
• Facebookfacebook.com/mvmt

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MVMT