Custom typeface and word mark for a pioneering watchmaker

Movado, a leader in the watchmaking industry since 1881, collaborated with design studio Aruliden to develop a custom typeface and word mark as part of their brand refresh. The new word mark draws inspiration from Movado’s rich typographic history. To ensure clarity at small sizes and engravings, Aruliden created specific variations that maintain crispness and legibility. Complementing the word mark, the custom Movado Sans typeface features rugged yet refined details that pay homage to the artistry and craftsmanship that have characterized Movado throughout its history.

Set in a custom typeface