Movado Brand Analysis
Ethos
In 1881, Movado was founded by Achilles Diteshei. Diteshei and his six watch craftsmen opened shop in Switzerland. Swiss watches have gained a reputation for being the most luxurious and of the highest craftsmanship. The brand strives to keep this reputation of swiss excellence. The name was switched to Movado in 1905, which means to be in motion and the company is constantly on the front line of innovation. They are constantly striving for better designs and have more than 100 patents and 200 international awards for watch design and time technology. Movado has become known for their iconic museum dials and modern aesthetics. They rely on their many years of experience to bring value to their name. Being around such a long time, they have many acquired many celebrity endorsements. They currently have lines with Derek Jeter, Lily Collins, Kery Washington, and Wynton Marshalis. They have been on covers and had featured articles in many magazines including Us, GQ, Men’s Fitness, InStyle, and The New Your Times, and many others. These big name celebrities and magazines endorsing Movado has a strong voice to buyers and increases their ethos.
Pathos
Their advertisements focus on the watches themselves. Most of their advertisements are just the watch with a clean, dark color background. Their ads, along with celebrity endorsements, give the company a modern high end style. The result is a pathos that get the buyer to feel more stylish wearing the watch, but also knowing they have a quality made watch.
Logos
They are an established, high quality brand. They have been around a long time and made themselves a reputation. They have a large selection of modern styles that are classy but without entering the luxury watches price range.
While designing this book the main focus was to capture the modern, high end style of the Movado brand watches. This hand bound, ten page report, features information of the fiscal 2014 sales year.
