MVMT

MVMT (pronounced "movement") is a Los Angeles direct-to-consumer accessories label built on minimalist quartz watches: slim cases, uncluttered dials and interchangeable leather, mesh and vegan-leather straps, with Japanese Miyota movements. The range now spans chronographs, smaller-case women's models, sunglasses, jewelry and bags. Jake Kassan and Kramer LaPlante launched it via Indiegogo in 2013 and grew it through Instagram influencer marketing; Movado Group bought the company in 2018 for roughly $100 million plus performance earnouts and still operates it as a brand. Watches typically sell for $100–200.