Mumbai: The high-end luxury watch brand Movado has roped in Bollywood’s youth icon  Sidharth Malhotra as a brand ambassador and is all set to release its world renowned campaign.

Movado means ‘always in motion.’ Pacing up with today's racing times, the company has always reflected the forward drive throughout history and aims to do the same in its latest campaign with Malhotra.

Movado Group Inc. president international Xavier Gauderlot said, “We are excited to announce our partnership with Sidharth Malhotra. He is the perfect balance of classic and contemporary which forms the very foundation of Movado. The campaign has been curated to showcase Movado’s exquisite heritage and to appeal to our consumers who are watch aficionados.”

Movado’s partnership with Malhotra will bring to light the special partnership that the brand forges with unique personalities across the world, whose talents are rooted in motion, capturing the core of the brand’s ethos and exhibiting the essence of time which never stops, yet always defines the most precious moments. The campaign will see the actor in motion donning an array of bold looks with the exquisite contemporary timepieces.

Malhotra speaking on the partnership said, “It feels fantastic to be the Indian ambassador for the international brand Movado, which is iconic, timeless, and so bold. The brand's elegant simplicity and aesthetics resonate with my personality, making this partnership seamless and more memorable.”

Since its inception in 1881, Movado has continued to grow and evolve with time. What makes Movado a top-notch watchmaker is its unwavering pursuit of perfection in design and technical innovation, with more than 200 international awards for watch design and time technology.