MOVADO Group Will Buy MVMT Watch Company - Seriously?

News broke out today that Movado Group based in the USA is planning to purchase the ever so popular fashion watch brand MVMT. The surprising thing is that an established group which contains brands such as Movado, EBEL , Concord, Lacoste, Hilfiger. A little background on MVMT - The brand was created by two individuals in their mid 20s out of California on a mission to provide affordable watches to millenials. They certainly have done so with sales reaching an incredible $71 Million last year combining all four quarters of the year. I do have to give it to these two, they know how to market, and reach their end customer efficiently to generate sales. Now MVMT is not what I would call a “Good Watch”. These are cheap fashion watches which are marketed through Instagram, YouTube influencers, and generally shilled everywhere. The watches themselves are the same watches made in China you can buy for around $5-$10 wholesale without branding. In other terms, they are pure junk, the designs are horrid with non functional sub dials, short hands, and just bad design. Im here to give my real thoughts on the brand unlike the other paid marketing schemes they pull. Having said all this, I do admire people who put together a plan, and execute it with outstanding result, and they have certainly outshined any other fashion brand besides Daniel Wellington. Movado is making a mistake though...this is a trend and will fade out quickly...kind of like Tomagachi’s back when I was a kid. Movado even offered extra compensation based on performance which can equal up to another 100 Million dollars for the MVMT company.