Movado “Always in Motion. Since 1881.” Fall 2025 Ad Campaign

Review of Movado “Always in Motion. Since 1881.” Fall 2025 Ad Campaign by Creative Director Robert Lussier x The Style Council Paris with Photographer Stuart Winecoff with Talent Ludacris, Jessica Alba, Christian McCaffrey, Julianne Moore, and Tyrese Haliburton

Movado’s second chapter of Always in Motion reaffirms that time is not simply kept, but lived—and lived elegantly. Directed and photographed by Stuart Winecoff with creative direction by Robert Lussier of The Style Council Paris, the campaign brings together an ensemble of cultural icons—Ludacris, Jessica Alba, Christian McCaffrey, Julianne Moore, and Tyrese Haliburton—each framed as both keeper of their craft and bearer of Movado’s heritage. It is less about who wears the watch and more about how the watch moves with them, a distinction that gives this series its quietly cinematic allure.

The films unfold within John Lautner’s Harvey House in Los Angeles, an architectural marvel where sun, shadow, and space perform with equal billing to the cast. Ludacris, Alba, McCaffrey, and Moore inhabit this midcentury stage as if time itself were a character—fluid, refracted, and in perpetual dialogue with design. Meanwhile, Haliburton’s imagery, shot by Jennifer Livingston in Indianapolis, carries the same conversation into another midcentury landmark, bridging geographies with an architectural throughline of modernism, light, and form. The result feels like a watch ad infused with the gravitas of a design journal spread: movements captured, not manufactured.

Visually, the campaign is rich in contrast: rhythm against stillness, intimacy against spectacle. Ludacris wears the BOLD Quest with an energy that feels almost percussive, while Alba and Moore—each paired with the Museum Bangle—bring a sense of composure and presence. McCaffrey, newly a face of the Museum Imperiale, reflects the controlled precision of athletic performance translated into horology, while Haliburton’s Heritage 1917 quietly ties the campaign back to Movado’s early Art Deco spirit. The watches are never lost amid the grandeur of their settings; instead, they punctuate the narrative with subtle authority, much like a perfectly timed line in a symphony.

The campaign’s strength lies in its cohesion—across icons, across architecture, across movements. Movado has managed to anchor its storytelling in design language without slipping into the trap of glossy excess. That said, one might wish for a sharper interplay between each icon’s craft and their cinematic portrayal; the imagery hints at narrative depth but stops just shy of fully drawing us into their worlds. For a campaign centered on motion, the pacing occasionally feels too serene, bordering on static. Yet this restraint may be intentional—an argument that time, after all, is best savored rather than hurried.

What makes this chapter compelling is not just its refinement but its refusal to shout. Movado’s heritage—Swiss craftsmanship, minimal modernism, design in motion—is woven through imagery that feels timeless yet present, resonant yet understated. It’s the quiet confidence of a brand that knows longevity is not found in spectacle, but in the rhythm of consistency.

If last year’s campaign set the stage, this year’s has perfected the tempo. Movado proves that motion doesn’t always mean velocity; sometimes it means poise. And in the hands (and on the wrists) of its icons, the brand reminds us that time is not only kept—it is performed.