Movado, A serious watch brand or a fashion watch?

In the distant past, Movado was a horologically significant brand, but I think those days are gone. Prior to becoming interested in watches, I used to wear a Movado Museum quartz watch, which I still have. It may be looked down upon as a fashion watch by many, but I still feel it's one of the best looking watches in my collection. As far as I'm concerned, it's a pretty much perfect representation of minimalism.

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My first serious watch as I started my career was a Movado Museum watch. For me, it is a gateway to collecting, but to answer the question, it has been a fashion brand for decades now. A well-selling fashion watch and there is nothing wrong with that, but it is in the same camp with the likes of Gucci. 

When Movado stole the Museum Watch design from Nathan George Horwitt (and VC), they lost their credibility as a serious watchmaker for many, which is too bad, because they have some nice vintage pieces. How he and Vacheron did not sue them sooner is an interesting story I am sure. Building what would be their entire legacy based on IP theft will always taint their legacy. 

EDIT: To this day, no watch I have ever owned, including what some would consider grail pieces, ever received as many compliments as the Museum watch. To non-watch folks, it is still considered a fancy/luxury item. My neighbor received one for a major work anniversary and refuses to wear it because he feels it is too nice, so he keeps it in a safe, which is a cool sense of pride. It is all a matter of perspective. 

I did not know that. Now I know. Thanks

I think Movado made more money selling fashion watches vs trying to be a watch enthusiast brand. Like all fashion it's cool for few years then move to the next one. 

I think that Movado is a "has been" brand, just like Bulova. The main difference is that the later has resigned itself to be a shopping mall brand while Movado still has aspirations toward luxury goods.

I will always ike the museum dial watches. Two hands and a dot. The ultimate expression of minimalism. That notwithstanding, I can’t take a position that Movado is anything other than a fashion brand

I think Movado does what it does well, which now is fashion watches. I first began collecting by getting a number of ‘original’ (pre-Fossil) Skagens, which remain some of my best looking watches, like below: 

Movado is definitely a fashion brand at this point. I learned that through a similar post I put up where my fellow Watch Crunchers schooled me on. I still have the Movados but rarely if ever wear them. Of course this comes with the usual disclaimer of wear whatever you like! 

It is absolutely a fashion brand. I see it so often worn by people who are not into watches and won't know its poor value for money. 

Movado was also my gateway watch.  I have two, a black dial and a silver dial museum style.  I still love them, and I love their minimalist design.  And they will always represent my first big watch purchase as a young professional.  I would wear them more often, but the batteries have died and the butterfly clasps wore out pretty quick, so I would need to order new bracelets or straps.  

I agree that they are now fashion watches, but they are still a good choice when I hang out with the "normies" :-) 

to me Movado was a serious watch brand, Movado Museum is a very nice looking watch. However, they are more fashion watches now and watch snobs will look down on it. But at the end of the day it's your watch and your money, we buy things to please ourselves not others. 

I think both narratives are true. Vintage Movado is a very serious watch brand. The current company has definitely veered heavily into the fashion space. Bottom line, wear what you like!  

Once upon a time, Movado was a serious brand, but it hasn't been one since the 1980s with the adoption of the Museum line, which has pretty much become the only thing that they make.

Fashion brand or not, the build quality, and materials used are good. The entry level stuff is lacking… but the heritage series is worth a look if you can find a good discount. I have two Movado watches that are in their higher end range that I was able to snag for a ridiculou discount. The dials are always ultra crisp and clean imo. 

Check out the heritage series 👌 at a severe discount, the build and fit and finish is impeccable 

I think the better question to ask yourself is:

Would I like and/or wear this watch more or less if the "watch community" approved or disapproved of the Movado brand?

The watch drew you to it before you "knew nothing about horology." Now that you do, does it change how you feel about the watch? Do you still enjoy wearing it? To me those are the more poignant questions.

It was very popular watch back then. I was never a fan of it and still see it on some jewelry display. Too plain for me can't believe there some people that have more than a dozen of that one watch brand collection. I don't  see it as a fashion watch since they don't make shoes, clothes, wallets and leather belts.