LLOYD&CO Creates Launch Campaign for Movado Edge Collection

LLOYD&CO Creates Launch Campaign for Movado Edge Collection

Movado recently launched its new Movado Edge Collection developed in collaboration with Yves Béhar. To help position the dynamic new watch design, Movado tapped internationally renowned creative agency LLOYD&CO to conceptualize the overarching creative vision for the integrated campaign.

Aiming to capture a synergy of art and design, as exhibited through Movado's legendary Museum dial watch, the LLOYD&CO team developed a high-impact graphic backdrop to impart a thoroughly modern design sensibility. The iconic watch design is stripped down to its bare essentials, reinforcing Movado's authentic mid-century influence and design roots.

The creative team also took queues from industrial designer Yves Béhar, using contrasting and singular colors to make the images pop. The minimal yet deliberate use of color on the watch hand and on the page is a direct link to the Bauhaus philosophy, and the contrast of high polish and textured finishes reflects current design trends as seen in home, automobile and jewelry design.

The national campaign includes print ads in highly visible titles including Vanity Fair, GQ, Wired, Elle and InStyle magazine's. Digital advertising is supported via tablet, banner ads and email marketing campaigns.