A design-led watch and accessories brand built around direct-to-consumer retail and accessible fashion positioning.
Last updated November 4, 2026
AI crawler reads
2requests
1companies- Anthropic2
- Profile
- 2
- Controversies
- 0
- JSON · MD
- 0
- First read
- Nov 4, 2026
- Latest read
- Nov 4, 2026
From this site's server log
Overview
MVMT is an American fashion accessories brand founded in 2013 by Jake Kassan and Kramer LaPlante. The brand emerged from the direct-to-consumer retail model, using online distribution and social-media-led marketing to sell visually distinctive watches at prices below those associated with traditional luxury watch brands. Its name, commonly styled in uppercase as MVMT, reflects the founders' preference for a shortened, modern brand identity. The company's early proposition centered on minimalist wristwatches with clean dials, interchangeable or complementary straps, and a fashion-oriented approach to product design. Rather than presenting watches primarily as technical instruments or heirloom luxury goods, MVMT positioned them as accessible style accessories that could be coordinated with everyday clothing. This approach resonated particularly with younger digital consumers and helped the brand become associated with the broader wave of digitally native watch companies that expanded through e-commerce, paid social advertising, influencer activity, and lifestyle imagery. MVMT later extended its assortment beyond watches into sunglasses and related fashion accessories. Its watch range included simple three-hand designs as well as chronograph-inspired models, while its eyewear assortment included recognizable fashion shapes such as aviator styles. The products were generally marketed around contemporary design, versatility, and attainable pricing rather than haute horlogerie, mechanical-watch craftsmanship, or high complications. In 2018, Movado Group acquired MVMT. The transaction brought the brand into a larger watch-industry portfolio while allowing it to retain its digitally oriented identity and accessible fashion positioning. Following the acquisition, MVMT became associated with Movado Group's broader multi-brand strategy, which spans watch and accessories brands at different price points and with different consumer targets. Because MVMT is a brand rather than a separately listed public company, its financial performance and corporate status are reported, where available, through its parent rather than under the ticker MOV independently. MVMT's significance lies in its role in popularizing a social-first, direct-to-consumer model in the affordable fashion-watch segment. Its growth illustrated how product presentation, online community building, and brand-led design could compete for attention in a category traditionally dependent on department stores, jewelry retailers, and established watch distributors. The brand's core identity remains centered on accessible watches and sunglasses with modern, minimalist styling.
History
MVMT was founded in 2013 by Jake Kassan and Kramer LaPlante in Los Angeles. The company was created during the expansion of direct-to-consumer commerce, when digitally native brands increasingly used online stores, social platforms, and performance marketing to reach customers without relying on the traditional wholesale structure of department stores and jewelry retailers. Its initial focus was watches. MVMT emphasized clean, contemporary designs that could function as daily fashion accessories rather than positioning them as specialist timepieces. The brand's visual identity, product photography, and online presentation were central to its commercial proposition. Its pricing and styling were intended to make modern-looking watches accessible to younger consumers who might not identify with either traditional luxury watchmaking or mass-market department-store brands. The brand's growth was closely associated with social and digital marketing. Lifestyle-oriented imagery and online campaigns helped establish a recognizable aesthetic built around minimalism, urban fashion, and versatility. This model supported a broad customer-reach strategy and helped MVMT participate in the wider rise of online-first watch labels during the 2010s. MVMT expanded its range beyond watches into sunglasses and related accessories. The product assortment included minimalist analog watches, chronograph-style designs, different strap options, and fashion eyewear such as aviator silhouettes. The extension into sunglasses was consistent with the brand's broader positioning as an accessible accessories label rather than a watch-only specialist. In 2018, Movado Group acquired MVMT. The acquisition was an important corporate turning point: MVMT moved from being an independent digital-native company into a publicly traded watch group's brand portfolio. Movado Group's ownership provided a larger corporate platform and connected MVMT with an established company operating across multiple watch and accessories brands. MVMT nevertheless remained differentiated by its relatively youthful identity, e-commerce heritage, and affordable fashion orientation. The brand's history reflects a shift in the watch market toward direct digital distribution, social discovery, and frequent purchase of watches as style products. Its model helped demonstrate that a watch brand could build awareness through online storytelling and community-oriented marketing without first establishing an extensive traditional retail network. Public information about later brand-level management, detailed financial performance, and current operating structure is limited, so those aspects should not be inferred from the public listing status of Movado Group.
- 2018
Acquisition by Movado Group
[3]Movado Group acquired MVMT, bringing the direct-to-consumer accessories brand into its publicly traded watch portfolio.
- 2013
MVMT is founded
[3]Jake Kassan and Kramer LaPlante founded MVMT as a Los Angeles-based, digitally oriented fashion-watch brand using a direct-to-consumer, design-led business model.
Products and positioning
Affordable, design-led fashion accessories for digitally oriented consumers, with emphasis on minimalist styling, everyday versatility, and direct-to-consumer accessibility. A mid-range fashion-watch and accessories brand aimed at design-conscious consumers, particularly younger digital and lifestyle audiences.
Watches · 2013
Minimalist watches
MVMT's core assortment consists of minimalist analog watches designed as everyday fashion accessories. These models typically use clean dial layouts and contemporary cases, with interchangeable or coordinated straps that support casual and dress-oriented styling. The proposition emphasizes visual simplicity and accessible fashion rather than mechanical watchmaking or high horological complication.
Watches
Chronograph-style watches
Chronograph-style models add sub-dial detailing and a more technical visual character to MVMT's otherwise minimalist watch range. They are positioned as fashion accessories with sport-influenced styling and are intended for consumers who want a busier, more instrument-like appearance while remaining within the brand's accessible design language.
Eyewear
Sunglasses
MVMT sunglasses extend the brand's design language into eyewear. The range has included fashion-oriented silhouettes such as aviator styles, combining recognizable shapes with the brand's contemporary, accessible positioning. The products are intended to complement the watches as part of a broader lifestyle-accessories assortment.
Watch accessories
Watch straps and accessories
Complementary straps and related accessories support MVMT's emphasis on personalization and wardrobe coordination. They allow customers to vary the appearance of a watch across casual, work, and more formal settings and reinforce the brand's positioning of watches as adaptable style products.
Watches
Classic Collection watches
MVMT's classic-oriented watches are positioned as everyday fashion timepieces, using relatively restrained styling intended to work across casual and smart-casual settings. The collection represents the brand's core proposition: contemporary appearance, accessible positioning, and online-first merchandising.
Watches
Sport Collection watches
The sport-oriented range extends MVMT's watch offer toward more casual and active styling. It forms part of the brand's effort to organize products around lifestyle uses while retaining its fashion-watch positioning. Specific technical specifications and launch dates are not established by the supplied sources.
Eyewear
Eyewear and sunglasses
MVMT also offers eyewear, including sunglasses, as an adjacent accessories category. These products extend the brand's design-led lifestyle proposition beyond watches and are presented through the same direct online retail channel.
Brand decisions
2018
Joining the Movado Group portfolioM&ABackground
MVMT had developed as a digitally focused, direct-to-consumer watch and accessories brand, while Movado Group operated a broader publicly traded watch business.
Action taken
Movado Group acquired MVMT and incorporated it into its brand portfolio.
Aftermath
MVMT became a subsidiary brand of the publicly listed Movado Group, rather than an independently listed company. The supplied sources do not establish transaction consideration, integration details, or subsequent financial performance.
Recent events
Reported
Myntra partners with Movado Group to launch MVMT watches in India[4]
Myntra partnered with Movado Group International to launch MVMT watches on Myntra's platform in India; the article reports the launch took place that day.
Reported
Myntra and Movado Group announce partnership to bring MVMT watches to India[5]
Myntra and Movado Group International announced a strategic partnership connected with launching MVMT watches on Myntra's platform in India.
Reported
GRIN and MVMT collaborate on influencer marketing playbook[6]
GRIN teamed up with MVMT Watches to create a step-by-step playbook for brands developing, executing, and expanding influencer marketing programs.
Sources6 sources
Cite this profile: Cite the canonical profile. /brand-wiki/mvmt · Editorial policy · How profiles are compiled