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Movado flexes jewelry muscle in new ad campaign

November 04, 2009
Movado plays up its ties to modernism in a new jewelry ad campaign that utilizes images of the human body, shot in unexpected ways.

New York--Movado Group has launched a new campaign designed to utilize the sensuality of the human form--photographed in unexpected ways--as a backdrop for its fine-jewelry designs.

The ad campaign, featuring photography by Robin Broadbent, will appear beginning in December 2009 issues of various national consumer magazines, as well as in national and regional newspapers.

"The campaign reflects a collaboration and exploration of Movado's relationship with art and its branding", said Richard Tassone, creative director of Movado Group, in a press release announcing the campaign. "An effort was made to achieve a fluidity between these two arenas which are distinctively different but also interrelated. We believe the campaign successfully retains the integrity of the Movado brand identity while exploring its boundaries and limits."

Movado Group supports a number of performing-arts venues and organizations, including the New York City Ballet, Lincoln Center for the Performing Arts and Jazz at Lincoln Center in New York City, as well as The John F. Kennedy Center for the Performing Arts in Washington, D.C. It has also lent support to the Miami International Film Festival, the Miami City Ballet, The Joffrey Ballet in Chicago and the Cooper Hewitt National Design Museum in New York City.

The company, best known for its timepieces, designs, manufactures and distributes the Movado, Ebel, Concord and ESQ by Movado brands, as well as fashion watch brands Coach, Hugo Boss, Lacoste, Juicy Couture and Tommy Hilfiger worldwide. It also operates Movado boutiques and company stores in the United States.
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