In-Depth Movado, MVMT, And Millennials

Kassan and LaPlante also wanted a watch brand that was affordable, and even more importantly, cool They were two buddies who liked watches as they put it, "Were broke." They wanted a fashionable, affordable watch but could not find one that appealed to them There were brands in other product categories "Doing cool stuff and connecting to our millennial consumer," says LaPlante, MVMT's COO.

Sneaker brands, for example "There wasn't a brand that we could resonate with and connect to The [watch] brands that were out there were not innovating, were not new, were not cool" One source of the rap that millennials don't like watches, LaPlante thinks, is that watch brands were not reaching out to younger consumers. Source