MVMT
ActiveAmerican direct-to-consumer watch brand targeting millennials with minimalist, affordable quartz watches and accessories.
MVMT (pronounced 'movement') was founded in 2013 by college dropouts Jake Kassan and Kramer LaPlante in Los Angeles, California. The company pioneered direct-to-consumer watch sales through crowdfunding, raising over $290,000 on Indiegogo. MVMT targets millennials with minimalist, affordable quartz watches and accessories. The brand was acquired by Movado Group in 2018 for over $100 million. By 2017, 88% of MVMT users were under 34, demonstrating the brand's success with younger consumers.
QUICK FACTS
BRAND TYPE
Watch BrandPRICE SEGMENT
Entry LevelMOVEMENT TYPES
MANUFACTURING
Design OnlySPECIALIZATIONS
HEADQUARTERS
Los Angeles, CaliforniaOWNERSHIP
2013 Independent (founders Jake Kassan and Kramer LaPlante)
2018 Movado Group, Inc.