Movado planned to extend its existing product line beyond watches into office and personal accessories, luggage and leather goods. There was serious concern that this expansion could dilute and even erode the core brand.

TDO developed “The Legend of the Museum Watch”, a coffee table brochure for buyers. The brochure revisited the Museum Watch design history and articulated the Bauhaus philosophy, reinforcing the watch brand and solidifying the roots of Movado in the minds of buyers. TDO extended this visual/verbal platform across all forms of Movado communications, literally becoming the brand expression.