Kate Spade New York is taking a major step forward by entrusting the design of its watches to the Movado Group. Scheduled for 2027, this new collection promises to combine the brand’s strong visual identity with true affordability.
A Strategic Alliance in the Name of Design
Kate Spade New York is embarking on a new chapter in its watchmaking history by partnering with the Movado Group, which will now manage its global watch licensing. Formalized on July 1, this agreement entrusts the American giant with the design, manufacturing, and international distribution of the collection. With the first collection slated for spring 2027, the creative teams have the necessary time to refine every detail of this launch.
This decision is part of a well-established trend within the fashion industry: brands with a strong identity rely on specialists to ensure flawless technical execution. As the undisputed expert in watch licensing management, Movado Group is thus adding Kate Spade New York to a prestigious portfolio that already includes iconic names such as Coach, Tommy Hilfiger, Hugo Boss, and Lacoste.
The brand’s aesthetic put to the test on the watch face
The upcoming collection will draw inspiration from the visual elements that define Kate Spade’s uniqueness: the famous spade-heart motif, the subtle scalloped borders, and the stylized flower—the brand’s unmistakable signature. The collection will also feature mother-of-pearl dials, crystal hour markers, contrasting textures, metallic accents, and elegant leather straps bearing the brand’s logo.
The key challenge of this collaboration lies in translating an aesthetic language—originally conceived for ready-to-wear fashion—into legible and balanced timepieces, thereby avoiding the pitfall of simply slapping on a logo without thought. In the world of accessible watchmaking, attention to detail distinguishes a simple fashion accessory from a true design object—one endowed with that extra touch of soul that makes it a desirable piece.
Accessible and Refined Luxury
According to initial announcements, the price of these timepieces will range from $148 to $298. Distribution will rely on a carefully curated selection of department stores, specialty boutiques, and an online presence, for a global rollout scheduled for spring 2027.
This carefully considered positioning anchors Kate Spade in a segment where a demand for style meets a need for technical reliability. Drawing on its expertise and a network spanning more than 100 countries, Movado Group provides the ideal infrastructure to appeal to a cosmopolitan audience with diverse tastes.
A Dynamic of Creative Reinvention
This renewed foray into watchmaking coincides strategically with the appointment of Jonathan Saunders as Executive Creative Director of Kate Spade New York. This timing reflects a clear commitment to rethinking the brand’s overall coherence by harmonizing its image, product design, and distribution strategy.
While watch licensing ventures often proceed discreetly, they remain a powerful strategic lever. They offer brands the opportunity to expand their lifestyle universe without bearing the burden of maintaining their own industrial infrastructure. The challenge for Kate Spade and Movado will be to go beyond mere ornamental variations: today’s market demands watches that, beyond an attractive exterior, demonstrate genuine design legitimacy.