The Timeless Art of Gifting

Konnichiwa! Quick Life Updates:

This Diwali I spent time with loved ones in Japan, swapped diyas for neon lights and Kaju katlis for sushi. Time zones may be cruel, but deadlines don’t sleep (and neither do I). Missing the chaos back home, just celebrating it Tokyo-style.

Okay, hear me out and please tell me what to gift men besides wallet, clothes, watch or belts. I swear to god it’s tough to do gifting for them. So as I was looking for options the internet was also suggesting me watches, wallets and all. (it’s hopeless) I spotted Movado now read down what all I discovered!

How Movado Made Time Feel Like a Legacy

Brands make timelines sparkle with glitter, gold, and drama around Diwali but Movado chose something more unpretentious this year, a celebration of emotions rather than excess.

The 2025 Diwali campaign, "The Art of Giving" was not just about giving a watch. It was gift time, time for meaning, for memories, all wrapped up in Swiss precision.

Gifting That Tells Time and Story

Movado, for over 144 years, has mastered the art of balancing watchmaking with art but during this holiday season, the brand changed course  from timekeeping to timelessness. Star of the campaign was the BOLD Fusion Automatic, a timepiece that seamlessly blends modern design with Swiss watchmaking. Its sleek automatic movement became a metaphor  for connections that move on their own, powered by love, not batteries.

The Cultural Insight

Indian gift-giving is utterly not about a transaction, it's an emotion. It is a watch but not just an accessory but a moment locked in metal, a means of saying,

"You're worth my time."

They also appealed to that ingrained emotion, framing their timepieces as statements of heritage, rather than luxury. Since time is the most valued possession that we all have in the time of light.

The Execution

Movado exhibited "The Art of Gifting" through a series of high-end visual films, luxurious displays, and luxury packaging experiences specifically crafted for Diwali.

Product Focus: The BOLD Fusion Automatic - uniting artistry with engineering.

Packaging: An luxurious unboxing experience that made it feel as if we were unwrapping an heirloom.

Design Message: Each aspect an embodiment of Movado's Swiss heritage and modern minimalism.

Emotion: An initiative that feels personal with each tick, each moment a reminder of what is important.

The Impact

• Framing watches as tokens of bonds, Movado elevated itself from lifestyle luxury to emotional luxury. The campaign resonated with gifting consumers in search of substance, rather than sheer material.

• Reinforced Swiss heritage of Movado in the luxury segment of India

• Greater brand recall during the festival season

• Created "The Art of Gifting" as a new story, graceful, heartfelt, and long-lasting

Movado sold more than time, it created moments.

Key Takeaways for Brands

1. Sell Emotion, Not Just Elegance: Luxury isn’t about price tags, it’s about the feeling your product leaves behind. Movado didn’t sell a watch; it sold a moment that lasts forever.

2. Find the Soul in the Season: Instead of loud discounts and festive noise, Movado celebrated connection, proving that the most powerful Diwali stories are the quiet, meaningful ones.

3. Turn Packaging into Experience: Every box can be a stage. Movado’s packaging wasn’t just pretty; it made the unboxing feel ceremonial, the first step in the gifting story.

4. Heritage Means Nothing Without Relevance: 144 years of legacy mattered only because Movado made it modern, showing that tradition and innovation can coexist beautifully.

5. Luxury is About Listening: Today’s consumers value brands that understand why they buy, not just what they buy. Movado tapped into gifting as an emotional ritual, not a seasonal sale.

6. Festive doesn’t mean Flashy: In a season full of glitter, restraint stood out. Movado’s quiet sophistication became its loudest statement.

7. Every Gift Tells a Story: When brands focus on storytelling instead of selling, they stop competing for attention and start earning affection.

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Brands that master luxury know it’s about narrative, not just features. Curious how your brand can turn storytelling into a signature selling point? Let’s talk through some ideas together here.

If you enjoyed this week’s marketing newsletter, you must check out our top 3 case studies here.

Book Recommendation of the Week: 

The Cartiers by Francesca Cartier Brickell, a deep dive into the legendary Cartier jewelry family.

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That's all for now!

Radhika.

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