MVMT Watches, pronounced Movement, is a private company that designs and sells men’s and women’s watches, sunglasses and accessories. Founded in 2013, the company has uniquely created an international community of MVMT watch owners by using social media to tell their story.
Today, MVMT Watches is wildly successful, with over $60 million in revenue in 2016 and 1.5 billon members of the MVMT community of owners. They are now a subsidiary of the Movado Group, Inc. as of October 2018.
MVMT Watches Company Overview
The company was founded by friends Jake Kassan and Kramer LePlante. The two college dropouts identified that millennials wear watches as a fashion statement, not for checking time. In an age when smart phones are carried everywhere and always a reach away, they knew that people used their phones instead of relying on wrist watches for the time.
With this in mind, Kassan and LaPlant set out to create watches based on sleek and minimalist designs that would appeal to a younger market and at a price they could afford.
In 2013, they started an Indiegogo campaign for their first line of watches. That decision turned into a $300,000 crowd funding success. At the time, it was the site’s highest campaign for fashion brands.
Using social media as their marketing platform, MVMT Watches has continued to grow and has sold over 700,000 watches.
The company’s initial goal was to create a quality watch with a great design that appealed to a different audience than traditional watch companies. Knowing that millennials don’t use watches for the sole purpose of telling time anymore, they decided to focus on creating watches in a minimalist style that appealed to a person’s fashion sense. Using the new idea of buying watches as a fashion statement, MVMT Watches developed a target market of millennials.
Where to Buy
MVMT watches, sunglasses and accessories are available directly from their website. The company also has an arrangement with Nordstrom to sell their watches in a select group of retail stores and online through Nordstrom’s website.
MVMT does not currently have brick and mortar retail stores. They were founded as an online retailer and still operate that way today.
MVMT Watches has done something unique that other traditional watch companies haven’t done before; they’ve created an online community. Using the hashtag #jointhemvmt, MVMT Watches shares travel stories, adventures and fashion inspiration on their website, blog and Instagram accounts.
The company uses actual watch owners to help advertise their products. Using different social media outlets, MVMT has branded itself as the watchmaker for those with a young, adventurous spirit who wish to push boundaries.
Website and Blog
Vistors to the MVMT website can search for watches based on color, size, strap metal and collection. In additional to using this traditional website display of products, MVMT also allows users of their site to Shop Insta. On the Shop Insta page, users can view MVMT’s Instagram account pictures, select the watch they like, and then purchase the watch right from there. The pictures on the Instagram account are from actual people who have purchased the watch and then used the #jointhemvmt hashtag. While the website doesn’t take you to the actual Instagram account, it does give credit to the person who took the picture by displaying their Instagram account name.
The MVMT blog, which is on their website, features different people in each post referred to as “disruptors” and “dreamers.” The influencers are shown wearing different MVMT products through pictures resembling that of their Instagram accounts. This new form of marketing uses social media to not only develop the community, but advertise and sell to them, too.
When you become a community member of MVMT and purchase any merchandise from their website, you earn points. For every $1 you spend, you earn a point. The points can then be used to purchase future merchandise. This is called the Movement Insider program. For 250 points, you can get $25 off your purchase, $50 off for 500 points, and so on and so on. One thousand points earns you $100 off.
Another marketing technique that continues to spread the word of MVMT is the ability to earn points by interacting with social media. People earn points by liking MVMT Watches on Facebook, joining their newsletter, watching a YouTube Video, sharing the MVMT hashtag on Twitter, or following their account on Instagram.
There is also the option to earn 1,000 points by referring a friend, or 25 points for writing a product review.
MVMT Watches Products
MVMT offers over 50 different styles of watches. Each watch uses a Japanese Mityota Precision Quartz movement system. There is a variety of band styles available in leather, nylon, silicone or stainless steel. Most watches have interchangeable straps and a choice of color. They offer men, women and unisex watches.
The watch face and dial have a minimal design, focusing on clean, sleek lines. Some models of the watch display the date at the bottom of the face. A few models have an accented marker at minute 13, which pays tribute to the year in which the company was founded.
As with the minimal design that MVMT is known for, the watch display and storage box is simple and sleek. For those who want something more sturdy and permanent than the box the watch arrives in, there is a Collectors Case available. This case holds multiple watches and has a glass top for viewing.
Besides the MVMT designed watches, there is a Sam Kolder collaboration. The Kolder Edition watches come with an interchangeable extra strap and a custom designed watch box. Each watch is engraved with the Sam Kolder logo.
MVMT prides itself on using quality materials in the construction of their watches. The watch straps are genuine cow-hide leather, and the face glass is made from hardened mineral crystal. All the watches come with a SONY battery.
MVMT offers around 10 watch collections that are water resistant. The water resistance rating for each collection can be found on their website. Even though they are water resistant, MVMT recommends avoiding water since water damage is not covered under their warranty.
In addition to the water resistant watches, there are two collections of watches that are waterproof and suitable for surface swimming or snorkeling. These watches have a water resistance rating of 10 ATM.
MVMT watches range in price from $100 to $300, depending on the style and materials.
MVMT offers a variety of sunglasses, which you can search for based on frame color, lens color, shape and frame size. Sunglasses are UV 400 protected, and some models offer polarized lenses. Sunglasses are priced around $100 or below.
They also offer Everscroll glasses, which protect against the blue light emitted from digital screens. These glasses are priced in the $50 to $75 range.
MVMT has launched a line of bracelets and necklaces for women. The jewelry is constructed of stainless steel and comes in a silver, rose gold, matte black, gunmetal, taupe or gold color option. As with the watches, these have a minimalist and sleek design. These range in the $50 to $100 price range.
For those looking to give the gift of MVMT, there is the option to pair a watch and a bracelet, or a watch and a pair of sunglasses, in a combo box set. These gift boxes are priced at around $150 to $250.
Shipping in the United States is free using USPS First Class. International shipping rates can be found their website. For returns over $50, shipping is free. Anything less than $50 must be paid for by the person returning the order.
MVMT Watches offers a two-year warranty on all of their products. This is a limited warranty that protects the owner from any manufacturer defects. The warranty does not cover normal wear and tear, batteries, scratches, strap damage or water damage.
MVMT Watches Headquarters Information
MVMT Watches is an online retailer. They currently do not have brick and mortar retail stores.
There is one corporate office in Los Angeles.
5254 Beethoven Street
Los Angeles, CA 90404
For any issues or questions, owners can use a live chat available on their website. There is also a service representative available by phone during Monday through Thursday from 8:30 a.m. to 2 p.m. PST, as well as Fridays from 9 a.m. to 1 p.m. PST. Owners can also reach a representative via email and get a response within 24 to 48 hours.
MVMT Watches has developed a successful product by identifying the way millennials view watches as a fashion statement rather than just a means to check time. By knowing and understanding their target market, they have been able to use social media to advertise and spread their message. The combination of high-quality materials, a modern and minimalist design, and a community of owners has set this company apart from traditional watch manufactures and retailers.