Movado Honors Past by Seeking ‘Future Legends’

Swiss luxury watchmaker Movado is celebrating its 125th anniversary with a new timepiece and its new “Future Legends” program.

Movado (Esperanto for “movement”) was founded in 1881 in La Chaux-de-Fonds, Switzerland. To mark the anniversary, it has introduced its new 40 mm M/125 watch, with a distinctive dial (the only numerals are 1, 2, and 5), in solid or gold-plated stainless steel, stamped on the back with the M/125 logo.

The Swiss-made brand has a long history of innovation in watch technology (it has more than 100 patents and 200 international awards) and artistic design, such as its well-known Museum watch (a black dial with a single silver circle at 12 o’clock, created in 1947 by American designer Nathan George Horwitt), and its Movado Artist’s series (featuring works by leaders in 20th-century art, like Andy Warhol), now collectors’ items. It’s also a longtime supporter of major artistic effors in music, dance, and art.

To honor its heritage and its associations with some of the world’s leading artists and artistic institutions and to “pave the way for the next 125 years,” Movado wants to “encourage and support the world’s future artistic talent,” says company spokesman Ned Kane. It’s working with some of the world’s leading artists in music and dance to find “the most exciting students and young performers today, those who seem destined to make their mark and play a leadership role in the arts in the future,” says Kane. Those selected will be recognized as Movado Future Legends and receive a Movado M/125 watch, a student stipend, and a Movado Future Legend crystal award. They’ll also be honored at events across the country, in a New York Times ad this fall, and in a special section on the Movado Web site.

The Movado Future Legends program, from which one winner each will be selected, is being developed in association with several of the brand’s artistic partners. They include Alvin Ailey (New York), Ballet Pacifico (California), Baryshnikov Art Center (New York), Jazz at Lincoln Center (New York), Joffrey Ballet (Chicago), The Kennedy Center (Washington, D.C.), Lincoln Center (New York), and School of American Ballet (New York).