Movado's Journey with Tangiblee's Virtual Try-On

Movado, a name synonymous with timeless luxury, seamlessly blends innovation with a rich heritage. Derived from Esperanto, "Movado" means "always in motion," which perfectly embodies the brand's forward-thinking philosophy. 

Renowned for precision and craftsmanship, Movado offers a diverse range of timepieces. Their automatic movement technology powers select models using the natural kinetic energy of the wearer's wrist, eliminating the need for batteries. Additionally, their collection includes quartz watches, celebrated for precise, battery-powered timekeeping. 

Every Movado watch reflects a commitment to quality and artistry, transforming each piece into more than an accessory — a lasting symbol of excellence and innovation.

But in the fast-paced world of online shopping, replicating the immersive experience of buying a luxury watch in person posed a challenge. Movado recognized that buying a watch is deeply personal, and customers need to see how it looks and feels on their wrist before committing. This realization led Movado to partner with Tangiblee, exploring how a digital experience could bridge the gap between tradition and technology.

Challenges

For Theresa Lim, Movado's Vice President of E-commerce, the challenge wasn't just selling a watch online—it was creating an interactive, immersive experience that made customers feel confident in their purchase. "Our customers are buying a watch to wear for years, so size and fit are critical," she says. "We needed a way to replicate that 'try-before-you-buy' feeling that's so vital in luxury retail."

As consumers demand more personalized online experiences, Movado saw an opportunity to provide customers with a tool to visualize exactly how a watch would fit them—both in size and style. The rise of digital tools made this possible, but finding one that would deliver the same luxury feel was key.

Objective

Movado's goal with Tangiblee was clear: to reduce hesitation in buying online by allowing customers to try on a watch virtually before making a purchase. The solution? Tangiblee's Virtual Try-On tool.

Through a controlled A/B test on Movado's website, 50% of users had access to the VTO button, while the other 50% did not. The results were:

• Conversion Rate Increase: 7.82%
• Revenue Per User Increase: 8.01%

"These numbers show how effective the VTO tool is in building customer trust and improving conversion rates," says Theresa. "It's exactly what we were hoping for: more confident customers who feel assured in their decisions."

Integration Experience

Theresa highlights that the integration process was seamless, thanks to Tangiblee's hands-on support. "Onboarding with Tangiblee was effortless. We had full support from their Customer Success team, and the tool was quickly integrated into our site," she explains. "It's clear that Tangiblee values feedback and that level of collaboration was evident every step of the way."

Future Directions

Looking ahead, Movado is excited to explore the potential of Tangiblee's 3D Try-On capabilities, beginning with a pilot program focused on the jewelry category.

Tangiblee's VTO has significantly enhanced our online shopping experience. It's easy to implement, delivers measurable results, and — most importantly — builds customer confidence, making it a game-changer in e-commerce.

Conclusion

Movado's partnership with Tangiblee is a testament to the transformative power of virtual try-on technology in luxury e-commerce. By combining the precision and craftsmanship of its watches with Tangiblee's immersive digital experience, Movado has successfully bridged the physical and digital divide, giving customers the confidence to make informed purchases. This collaboration sets a new standard for how luxury brands can engage with their customers online, blending the best of tradition and technology to create a truly dynamic shopping experience.