Movado Goes Hip-Hop “Lite”

Hey there urban/multicultural  consumer! It’s the holidays, so when considering what to buy your man/bro/father (if you are a woman) or yourself (if you are a man) – think Movado watches. Why? Because they’ve got this snazzy new spot out with a hit r&b/hip-hop track that just makes us move to the beat! And because they know that we *love* to dance and flaunt our ice, this new Movado BOLD collection is just for you!

Ok, snarkiness aside, some recent house guests and I found ourselves head-nodding to this new spot created by TAG for Movado watches recently (see below) which sparked a conversation on the now normalcy of hip-hop culture in luxury advertising. While none of us were inspired to go and buy the product, it was intriguing to see a departure in this particular category of luxury goods, as most timepiece retailers tend to stay pretty “Madison Avenue” with their creative.

The creation of the track itself has a story behind it:

“Working with digital music site Yormo.com, Movado created a contest to uncover a talented musical artist with the ideal sound for Movado BOLD. Enjoy the winning selection by Sergi Q, a talented young musician from San Francisco, CA, with his original song ‘Hot Lil Thang’.”

The cross pollination of culture is the key to the evolution of any society, so while I’m not surprised at the spot I can’t helped but be amused at the disconnect that the commercial highlights. With price points starting at $300-$500 it’s clearly not a high-end offering on the scale of luxury watches, but priced for the newer/younger luxury consumer. So will Movado going “hip-hop lite” work? Thoughts ladies?

ps. Congratulations to Sergi Q!

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