When Icons Go Digital: Movado's Journey with Tangiblee's Virtual Try-On

Movado, a brand synonymous with timeless luxury, embraces innovation while honoring its heritage. The name, meaning "always in motion" in Esperanto, perfectly reflects the company's forward-thinking ethos. Known for their precision and craftsmanship, Movado's automatic movement technology powers their watches without the need for batteries—just the natural kinetic energy from the wearer's wrist. This commitment to quality and artistry ensures each watch is more than an accessory—it's a lasting symbol of excellence.

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 striking:

• Conversion Rate Increase: 7.8%
• Revenue Per User Increase: 8%

"These numbers show just 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."

Thanks to this success, Movado is now expanding Tangiblee's solution to its other brands, including MVMT, Movado Company Store, and Olivia Burton in the US and UK.

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."

The results were immediate. From the first week of implementation, Movado started seeing measurable improvements in user engagement and conversion, signaling that the VTO tool was the right fit for the brand.

Future Directions

Looking ahead, Movado is excited to explore the potential of Tangiblee's 3D Try-On capabilities. "We're eager to push the boundaries even further," says Theresa.

The success of the 2D tool has proven that customers are ready for this level of digital engagement, and we're working with Tangiblee to make that next leap.

Theresa Lim's Recommendation

Theresa encourages other luxury brands to consider virtual try-on. "Tangiblee's VTO has truly enhanced our online shopping experience," she says. "It's easy to implement, delivers measurable results, and—most importantly—builds customer confidence, making it a game-changer in luxury e-commerce."

Tangiblee Asks: What Would Your Perfect Next-Gen Virtual Try-On Look Like?

"If I could design the perfect next-gen virtual try-on," says Theresa, "it would feel like having a personal stylist guiding customers to the watch that's right for them. It would instantly show how the watch fits on their wrist, how it complements their skin tone, and even provide helpful feedback like, 'This watch suits your skin tone perfectly,' or 'Consider a slightly different size for a better fit.'"

"Oh, and by the way… Tangiblee's wrist size calibration does exactly that! It shows the watch's proportions and strap on the customer's wrist, making the whole experience feel personalized and accurate."

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.