MVMT
Los Angeles, USA · Est. 2013
Founded by Jake Kassan, Kramer LaPlante
MVMT is an American watch brand founded in 2013 in Los Angeles by Jake Kassan and Kramer LaPlante via crowdfunding, originally targeting the millennial market with affordable minimalist designs. Acquired by the Movado Group in 2018, MVMT has expanded into eyewear and accessories while maintaining its direct-to-consumer model.
- Founded
- 2013
- Headquarters
- Los Angeles, USA
- Group
- Other
- Price Segment
- Entry
- Status
- Active
Key Collections
- Classic — The brand's original minimalist collection featuring clean dials, slim cases, and interchangeable straps — the design that launched the brand via crowdfunding.
- Chrono — Affordable chronograph collection maintaining MVMT's minimalist aesthetic with functional sub-dials and a range of colourways.
- Revolver — Fashion-forward collection with bolder designs, incorporating textured dials and contemporary case shapes aimed at younger consumers.
Timeline
- 2013 — Jake Kassan and Kramer LaPlante launch MVMT via an Indiegogo crowdfunding campaign in Los Angeles, raising over $300,000.
- 2015 — MVMT expands into sunglasses and accessories, growing rapidly through social media marketing.
- 2018 — The Movado Group acquires MVMT for approximately $100 million, validating the direct-to-consumer model.
- 2020 — MVMT surpasses $100 million in cumulative sales, maintaining its position as a leading affordable watch brand.
- 2025 — Expands its range under Movado Group ownership with the MVMT Arc automatic collection, marking the brand's first Swiss-movement offering aimed at upgrading its fashion-watch customer base.
Frequently Asked Questions about MVMT
- Is MVMT a luxury brand?
- No. MVMT is a fashion-forward accessory brand positioned in the affordable segment ($100–$250), targeting younger consumers who want minimalist design without luxury pricing.
- Who owns MVMT?
- MVMT was acquired by the Movado Group in 2018. The brand continues to operate semi-independently with its direct-to-consumer model and Los Angeles headquarters.