Jessica Alba, Julianne Moore, and other icons feature in Movado's new campaign—We're absolutely admiring it all…

      Movado Icons Ludacris, Jessica Alba, Christian McCaffrey, Julianne Moore, and Tyrese Haliburton come together once again for the Swiss brand’s second phase of its campaign “Always in Motion. Since 1881.” Refreshing its lineup of actors, entertainers, and athletes, Movado reinvigorates its messaging from last year's initiative, emphasizing the practical use of a Movado watch in daily life. “In our second year, we continue to enrich our storytelling by honoring Movado’s legacy and Swiss craftsmanship,” stated Margot Grinberg, President of Movado, in a press release. “Building on the campaign from last year, we maintain our core identity with a concept inspired by the essence of Movado—‘always in motion’—in Esperanto," Grinberg added in the press release.

      The established brand adopts a cinematic style in its latest campaign. Directed and photographed by Stuart Winecoff, the campaign features Ludacris, Alba, McCaffrey, and Moore, producing cinematic films and portraits. Winecoff captures the Icons in motion wearing the latest Movado watches against the backdrop of the Harvey House, a landmark in L.A. The mid-century modern home, designed by architect John Lautner, complements Movado’s Swiss craftsmanship. “Paired with a piece from our newest collection, they illustrate how our Icons move, create, and live, and how Movado is part of these experiences,” Grinberg noted in the press release.

      Winecoff captures the dynamics and inspirations of the Movado Icons within the satinwood walls and warm cognac interiors of the L.A. residence. The sunlit atmosphere reflects the gold tones of Alba and Moore’s Museum Bangle, seen flipping through scripts.

      Movado’s Bold Quest embodies Ludacris’s rhythm, while McCaffrey's athletic display showcases how his Movado Museum Imperiale syncs with his movements.

      Photographer Jennifer Livingston captures Haliburton in Indianapolis, inside a mid-century home designed by Evan Woolen III, which radiates a similar architectural warmth as the L.A. location. The Pacers’ point guard is seen wearing the Heritage 1917 collection. Explore Movado’s latest collection to experience this cinematic narrative for the newest chapter of “Always in Motion. Since 1881.”