MVMT (pronounced "movement") launched via Indiegogo and sold to Movado for $100 million within six years. The LA-based brand epitomized millennial direct-to-consumer marketing—and proved its model could generate real exit value.
Crowdfunded Start
Jake Kassan and Kramer LaPlante launched MVMT on Indiegogo in 2013, raising $300,000 for their first production run. College dropouts with marketing instincts rather than horological background, they targeted peers wanting affordable style.
Direct-to-Consumer Model
MVMT sold exclusively online, eliminating retail markup. This allowed $95-150 watches that might cost $300+ through traditional channels. The price point hit millennial sweet spot: affordable but not cheap-seeming.
Social Media Mastery
Like Daniel Wellington, MVMT mastered influencer marketing and Instagram aesthetics. Lifestyle imagery—travel, coffee, clean desks—positioned watches as accessories for curated millennial life rather than timepieces for watch enthusiasts.
Design Approach
MVMT designs followed trends: large cases, minimalist dials, fashion-forward colors. Not innovative, but well-executed and photographed. The watches served their purpose as affordable, stylish accessories.
Rapid Growth
From crowdfunding to $60M+ annual revenue within years, MVMT demonstrated direct-to-consumer potential. They expanded into sunglasses and accessories, building lifestyle brand beyond watches.
Movado Acquisition
In 2018, Movado Group acquired MVMT for approximately $100 million. Traditional watch company buying social media-native brand signaled industry recognition that distribution and marketing had fundamentally changed.
Enthusiast Criticism
Watch enthusiasts dismissed MVMT: Chinese quartz watches with fashion markup, no horological value. Technically accurate criticism that missed business reality—millions of satisfied customers and nine-figure exit.
Post-Acquisition
Under Movado ownership, MVMT continues operating semi-independently, maintaining brand voice while accessing manufacturing and distribution resources. The founders moved on; the brand continues.
MVMT Today
MVMT remains successful fashion accessory brand serving young consumers wanting stylish, affordable watches. They proved the model; competitors followed; the market segment they pioneered continues thriving.