Movado Group Inc (NYSE: MOV) is a watch and jewelry company that designs, markets, and sells timepieces and accessories under a portfolio of owned and licensed brands. Revenue comes from wholesale sales to retail partners and direct-to-consumer sales through the company's own retail stores and e-commerce channels, with licensed brand royalties paid to third-party fashion houses in exchange for the right to produce watches under those names. The company's owned brands include Movado, MVMT, and Olivia Burton; its licensed brands include Coach (licensed from Tapestry Inc., launched 1999), Tommy Hilfiger (launched 2001), Hugo Boss (launched 2006), Lacoste (launched 2007), and Calvin Klein (launched 2022). Swatch Group Ltd. is cited in the FY2026 10-K as the primary broad-line competitor, though multiple companies compete with Movado on individual brands. SG&A expenses were $333.8 million for the fiscal year ended January 31, 2026. Manufacturing is outsourced entirely to independent third-party producers operating under the company's quality specifications.

Revenue model

Wholesale transactional sales to retail partners combined with direct-to-consumer retail and e-commerce. Licensed brand revenue requires royalty payments to licensors; the company earns margin on the manufactured and sold product. Marketing expenses include cooperative advertising with wholesale customers.

Products and services

Owned brands: Movado watches, MVMT watches (founded 2013, digitally native), Olivia Burton watches and jewelry (founded in London). Licensed brands: Coach watches, Tommy Hilfiger watches, Hugo Boss watches, Lacoste watches, Calvin Klein watches.

Customers and end markets

Wholesale retail partners (department stores, specialty jewelers, distributors) and direct consumers via company-operated retail stores and e-commerce. End market is consumer discretionary watch and jewelry purchasing across multiple price tiers.

Value-chain role

Brand owner and licensor aggregator. The company designs products and manages brand positioning but relies entirely on independent third-party manufacturers and their suppliers for production. Distribution is handled through company-operated distribution centers.

Geographic exposure

International operations present given reference to foreign currency volatility, a Dubai branch of the company's Swiss subsidiary, and foreign subsidiaries. Specific revenue breakdowns by geography are not supported by the provided excerpts.

Competitors

Swatch Group Ltd.

Source: SEC 10-K, filed 2026-03-19

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