MVMT
Movado Group · United States
MVMT is an American watch and accessories brand founded in Los Angeles in 2013 by Jake Kassan and Kramer LaPlante. Part of Movado Group since 2018, it sells minimalist quartz watches, sunglasses and accessories.
| Founded | June 2013 |
|---|---|
| Founders | Jake Kassan, Kramer LaPlante |
| Headquarters | Los Angeles |
| Parent | Movado Group (since 2018) |
| Website | mvmt.com |
What is MVMT?
MVMT is a watch brand from Los Angeles, founded in June 2013 by Jake Kassan and Kramer LaPlante. It became one of the best known digital native watch labels of the 2010s, aimed at a young audience with clean designs at accessible prices.
History
The founders financed the launch through two crowdfunding campaigns on Indiegogo, which raised more than USD 290,000. MVMT added sunglasses to its range in 2016. In August 2018 the brand was acquired by Movado Group, the American watch company.
Products and positioning
MVMT's core product is the minimalist quartz watch for men and women. Beyond watches the brand sells:
- Sunglasses
- Jewellery and other accessories
Distribution
MVMT built its business online, selling direct to consumers and using social media marketing. Under Movado it is also distributed through retail partners.
Why it matters
MVMT is a reference case for direct to consumer brand building in a traditional category. Its acquisition showed how established watch groups turned to digital native labels to reach younger buyers.
Frequently asked questions
Who founded MVMT?
MVMT was founded in 2013 by Jake Kassan and Kramer LaPlante in Los Angeles.
Who owns MVMT?
MVMT has been owned by Movado Group since August 2018.