Movado Group
2026 Winner
New Customer of the Year Award
1,500+
employees
2
years with Bynder
~50%
reduction in asset search times
About
Movado Group is a major player in the watch industry, managing a portfolio of owned brands including Movado, EBEL, Olivia Burton, and Concord—as well as licensing agreements with Tommy Hilfiger, Coach, Hugo Boss, Lacoste, and Calvin Klein—each with its own identity, guidelines, and go-to-market approach. As the group expanded, the need to harmonize content operations across brands without sacrificing brand-level autonomy became a strategic priority. Bynder was selected to make that possible.
Why Movado Group is a winner
Rather than a single large-scale launch, Movado Group executed a deliberate, phased rollout, onboarding owned brands without a prior DAM solution first, establishing best practices, and then migrating brands from a legacy system using the lessons learned.
What stands out is the organizational complexity they've navigated. Bringing together a large portfolio of owned and licensed brands, each with its own workflows, teams, and identity, into a unified content ecosystem is no easy feat. The fact that early adoption among users is strong and efficiency gains are already measurable speaks to how well the implementation was planned and executed.
What the judges say
"Bynder isn't just helping us manage assets more efficiently. It's giving us the confidence that we have the support required for innovation, collaboration, and growth across our entire brand portfolio."— Anna Krug, President of Hugo Boss Watches & Jewelry at Movado Group
How Movado Group uses Bynder
Before Bynder, managing assets was fragmented across the group. Some brands operated on a legacy DAM, while others relied on shared drives, file-sharing tools, or server-based storage. Considering the breadth and complexity of Movado Group’s portfolio, with owned and licensed brands each carrying distinct governance obligations, the existing infrastructure couldn't meet the scale or ambition the business required. Duplicate work was common, metadata was inconsistent, and there was no reliable way to verify which version of an asset was up to date and approved for use. This meant off-brand or outdated content could reach the market undetected, while duplicated efforts eroded both time and budget across the group.
The Bynder implementation was built around cross-functional alignment from the outset. A dedicated project team with representatives from each brand shaped the DAM structure collaboratively, fostering early ownership and ensuring the platform supported business-specific workflows rather than a one-size-fits-all approach. The result is a cohesive system of record that teams across regions and functions have adopted with minimal friction.
The most impactful Bynder capability to date has been the introduction of multi-SKU search functionality, a capability built specifically to address a critical pain point for teams managing large product assortments across multiple brands. The group’s regional teams regularly work with local assortments of 30 to 60 SKUs per brand per season and previously had to search for each one individually. The ability to retrieve assets for an entire assortment in a single search has materially reduced manual effort and accelerated workflows for marketing, sales, and e-commerce teams globally, while also improving accuracy and reducing the risk of missing or incorrect assets reaching market.
"The multi-SKU search has been transformative. Tasks that previously required searching dozens of SKUs individually can now be completed in a fraction of the time — with less risk of missing assets or using the wrong imagery."— Joanna Reimann, Marketing Coordinator, Lacoste Watches & Jewelry
With additional brands planned for onboarding and potential integrations with creative tools on the roadmap, Movado Group is steadily embedding the platform as a foundational content engine for its ongoing digital transformation.
What the judges say
"Movado's implementation was designed from the outset to support their complex multi-brand, multi-product portfolio, and the flawless execution has resulted in strong adoption."— Richard Heitmann, Chief Marketing Officer at Bynder
Impact & ROI
- ~50% reduction in asset search and retrieval time across global teams
- Multi-brand portfolio unified onto a single platform
- Multi-SKU search eliminates manual, time-intensive product asset retrieval across assortments of 30–60 SKUs per brand per season
- Reduced duplication, improved governance, and standardized workflows across brands and regions
- Additional brand onboarding and integrations planned for the near future
