Movado

“High Noon, High Design”
Brand Campaign

I was brought in by design agency Aruliden to help lead concept development and language for Movado's 2023 brand campaign. Delving deep into the archives of Movado—which had, in recent decades, come to feel like a mall brand—we uncovered that its watches were actually steeped in tradition, Swiss made since 1881. Their Museum Dial, marked by a single dot at noon, was originally crafted in 1947, subsequently becoming an icon of modern design, featured at art institutions including MoMA.

This little-known history lent a new lens—and inspired our idea of "High Noon, High Design": an ode to radical simplicity. A single dot, to mark the Movado of now.