## Strengthening Existing Brands 

At Movado Group, analyzing our success in the marketplace allows us to refine our winning mix of products, promotion and market development for each of our brands. Sales for Movado, our largest watch brand, reached dramatic new levels domestically and in key international markets. Exciting line extensions combined with new advertising executions and a worldwide display concept helped make Movado number one in its price category in the world’s largest watch market – the U.S. Elegantly fashionable watch designs attracted new consumers to our luxury brand, Concord. The power of the brand’s “be late” ad campaign supported by a new display initiative and targeted merchandising programs produced sales increases in the U.S. and key international markets. With new packaging and in-store displays adding to the impact of its young, contemporary “Unwind” advertising, ESQ sales rose across all distribution channels. We reinforced the updated styling and appeal of Coach Watch, our youngest existing brand, with product-focused advertising and sophisticated displays. Internationally, the brand’s sales doubled in fiscal 2001 as a result of our continuing rollout in the Far East. 

New advertising - Designed for fresh impact on the brand’s target audience, Movado’s dramatic new “art of time” print ad campaign features filmstrip shots of personalities Pete Sampras, Irina Dvorovenko and Wynton Marsalis. 

