American watch brand Movado will be investing £1.4 million per year into advertising, sponsorship and retail promotions in the UK market every year for the next four years.
Movado is one of the best-selling watch brands in the USA, accounting for 35% of all units sold in its price category, the company states.
Movado Group in the UK, which also distributes Boss Watches and Ebel among a portfolio of nine brands, is investing its marketing treasure chest in advertising in men’s and women’s glossy magazines and daily newspapers; a major outdoor campaign around shopping centres; and partnerships with film events including the British Independent Film Awards.
Laurence Brannigan, brand manager for Movado Group, told retailers at Houlden Group’s Members Meeting today that it is actively promoting the watches to top end jewellers.
"We will support retailers in store with six visual merchandisers. We are also offering very generous margins for a Swiss watch brand," said Mr Brannigan.