Embracing the Future of Luxury Sports Watch: Movado’s Alta Centurion in Commemoration of its Grand 145-Year Odyssey

Movado is not one to merely revel in past glories. The Swiss luxury watch manufacturer, known for its consistent reinvention and innovation, has again proved its mettle with the release of Alta Centurion on its 145th anniversary. Choosing to honour this milestone, not with mere nostalgia, but with a vision towards the future, Movado has delivered an entirely new flagship collection that encapsulates the potential of modern luxury sports watch design.

The Alta Centurion, the star of Movado’s new 145th-anniversary campaign, is hailed as an audacious take on the future of Swiss watchmaking. The campaign details the fascinating journey from Achille Ditesheim’s humble beginnings in 1881 to a powerful heritage of continual reinvention encompassing Art Deco and Bauhaus-inspired designs with standout creations like the Museum Watch.

The choice of the name ‘Alta’, meaning ‘the peak’ in Esperanto, is apt for a watch designed to celebrate 145 years of superior Swiss watchmaking. Movado dared to break the norms by not drawing inspiration solely from its illustrious past but instead, envisaged an entirely unique collection in the making of the Alta Centurion. The watch indeed seeks to stand beside the Museum Watch as a defining expression of the brand’s contemporary identity.

The Alta Centurion’s design transcends the ubiquitous 1970s integrated-bracelet formulas seen in recent luxury sports watches to establish a unique visual language. Staying true to Movado’s design ethos, the watch exhibits a balance of architecture and an artful blend of brushed and polished surfaces. Meanwhile, the intricacies of its design manifest in the textured dial and the engraved ‘M’ Chevron motif in the integrated bracelet. The Alta Centurion epitomises Movado’s meticulous design philosophy, clearly showing that even after 145 years, it still shines brightly in the ever-evolving world of Swiss watchmaking.