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Published
Mar 22, 2022
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Hugo Boss and Movado renew licence, prepare to launch first "responsible" watch

Published
Mar 22, 2022

Fashion giant Hugo Boss and watches specialist Movado Group have renewed their license agreement through to the end of 2026. The deal includes Boss watches and jewellery for men and women as well as Hugo watches for men and women.


Hugo Boss - DR



The partnership will also take a big step forward this spring when Movado launches the first “responsible” Boss watch for men made from recycled ocean-bound plastic.

Hugo Boss’s CEO Daniel Grieder said that it’s aiming to grow “across all regions, touchpoints, and brands, as well as in all product areas” as part of its ambitious CLAIM 5 growth strategy and added that Movado is “the right partner at our side to exploit the full potential of Boss and Hugo in the licensing business in the area of watches and jewellery”.

The renewed deal comes at a key time for Hugo Boss as it has unveiled brand relaunches for both labels and put heavyweight marketing support behind them. 

The recently-unveiled celebrity-led #BeYourOwnBoss and #HowDoYouHUGO campaigns as part of the brand refresh also feature Boss watches and jewellery as well as Hugo watches from the SS22 collections.

Movado Chairman and CEO Efraim Grinberg said that the Boss and Hugo brands “have significantly contributed to Movado Group’s overall international growth. This partnership has proven to be successful for both companies”.

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