A major focus for Movado in 2025–2026 is the (High Earner, Not Rich Yet) cohort—professionals in their late 20s who are shifting away from smartwatches toward design-centric timepieces.
While the U.S. remains the largest market (54% of sales), there is significant growth in India and China , targeting the rising middle class. who buys movado watches
The price points ($150–$500) make these popular for "wardrobe coordination"—buying a watch to match a specific outfit or style. Where They Buy A major focus for Movado in 2025–2026 is
For many younger buyers, Movado is their first "serious" watch purchase because it offers Swiss heritage without the five-figure price tag of brands like Rolex . Fashion-Led & Licensed Brand Buyers The price points ($150–$500) make these popular for
Movado Group also produces watches for major fashion houses like Coach, Tommy Hilfiger, and Hugo Boss.
These customers are often motivated by an existing affinity for the parent fashion label rather than watch technicals.
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