By Michelle Graff
michelle.graff@nationaljeweler.com
New York--Movado is gearing up for the fall season with two new developments.


Movado websiteActress Alexandra Daddario, whose breakout role came from HBO’s True Detective, will appear in Movado’s new ad campaign this fall.The watch brand just relaunched its website, Movado.com, to showcase the brand “through a fresh new lens,” it said, giving the site a modern look and feel.

The responsive site explores the brand’s heritage through content and also has updated navigation tools.

E-commerce already was available on the Movado site, but the brand added a “Watch Advisor” feature to help guide consumers through the shopping experience, inquiring about such factors as the occasion for shopping, what gender styles they’re looking for, what overall styles they’re looking for, color choices and more.

The relaunch was done in partnership with PFSweb agency LiveArea.

Concurrent with the news of the redesigned website, Movado also has announced the latest addition to its lineup of brand ambassadors. Actress Alexandra Daddario will appear in Movado’s advertising campaigns, shot by fashion and celebrity photographer Yu Tsai, which will run on the brand’s social media channels and at brand events.

Daddario’s breakout role came in the first season of HBO’s Emmy-nominated True Detective television show in 2014. She most recently starred in this summer’s movie San Andreas, and will appear in the upcoming movies The Layover and The Choice.

She joins a team of brand ambassadors for Movado that includes actress Kerry Washington and jazz legend Wynton Marsalis.





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