Tapping into China's cultural and design changes for Movado

  • As the biggest watch brand in America, Movado sought to grow its presence in China. As the brand’s focus on the arts and individuality is what made it a success in America, there was a need to explore these brand tenets in China to understand how best to demonstrate them

    Through semiotics, we uncovered key art and design themes the brand can leverage, enabling Chinese consumers to showcase their individuality in a culturally interesting and relevant manner. We linked this understanding with Movado’s brand DNA to develop an all encompassing marketing plan, including communications, media, targeting and product line prioritisation strategies