Movado’s new Heritage 1917 collection brings a century-old design back into focus

For a while now, the luxury watch world has been looking backwards. Archival revivals, vintage-inspired dials, smaller case sizes, and old-school craftsmanship have steadily replaced the louder, flashier designs. But nostalgia only works when the original design was strong enough to begin with. That is perhaps why Movado’s latest launch feels less like a trend and more like a return to something timeless.

At a recent gathering in Mumbai, the Swiss watchmaker unveiled its new Heritage 1917 collection, a line inspired by one of the brand’s earliest square watches first introduced during the Art Deco era. Instead of dramatically reinventing the original, Movado has chosen to preserve much of its character, allowing details like the geometric silhouette and vintage-inspired numerals to remain central to the design.

The result is a collection that feels elegant and understated rather than overtly retro. The watches feature sunburst ombré dials, sapphire crystal, and Swiss automatic Sellita SW200 movements visible through an exhibition caseback. Some models come with sleek unilink bracelets, while others are paired with Italian leather straps that further lean into the collection’s old-world appeal. Subtle details, including the signature “M” crown and archival floral motifs on select pieces, make the watches feel considered rather than overly polished. The collection is offered in two case sizes, which quietly expands its appeal across different wrist profiles and styling preferences without compromising its design language.

The launch also marks the beginning of Movado’s 145th anniversary celebrations, with the brand expected to revisit more archival references through the year. Founded in 1881, Movado has long occupied a unique space in watchmaking, balancing modern minimalism with Swiss craftsmanship. Its designs have earned more than 100 patents over the decades, with several watches now housed in museums around the world. The event was attended by Sachin Saproo, Sales Director for India, alongside Heather Sugarman, Vice President of Public Relations and Partnerships at Movado Group’s global headquarters in the United States.

What makes the Heritage 1917 collection interesting is not just the revival itself, but the restraint behind it. In a market where heritage can sometimes feel over-marketed, Movado’s approach feels quieter. It trusts the design to speak for itself.

The Heritage 1917 collection is now available at select watch retailers across key markets. For collectors today, it also signifies that archival design is no longer about nostalgia alone, but about relevance too.

All images: The brand

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