When the Atlanta rapper Ludacris first strung together the simple hook “When I move, you move (just like that)” he probably didn’t know he was cementing himself into hip-hop history. The lyrics also happen to be accompany Swiss-watchmakers Movado’s new Icon campaign. When I Move You Move, launching today, features a brand new roster of ambassadors made up of emerging and long-standing icons, including Ludacris himself, Hollywood sweetheart and entrepreneur Jessica Alba, Academy Award-winning actress Julianne Moore, San Francisco 49ers running back and reigning offensive player of the year Christian McCaffrey, and, to top it off, Indiana Pacer’s star point guard and Team USA gold medal-winning olympian, Tyrese Haliburton. The campaign, styled by Interview‘s editor in chief Mel Ottenberg, features the cast stripped down into casual tanks and denim, sprawled across set with scripts, footballs and turntables alike. To celebrate the launch, we asked the icons why watches are sexy and what keeps them in motion.
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LUDACRIS
What’s the sexiest thing about a watch?
As we move as human beings in our watches, they remind us of what we need to do with our time.
The inspiration for Movado’s new campaign is movement. What moves you?
‘When I move you move’—it’s all about maximizing my time to the best of my ability.
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JESSICA ALBA
The inspiration for Movado’s new campaign is movement. What moves you?
This experience is all about movement. Music has always been what moves me, a great beat and rhythm is something that speaks to my soul.
What was your favorite element of the campaign?
I love that Ludacris song, it’s bomb, it’s timeless.
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JULIANNE MOORE
What do you love about Movado?
I love the wearability of a Movado watch, it is something I can wear everyday, and mixes seamlessly with everything I own.
What’s your favorite model?
The Museum Watch is a classic: it’s distinctive and modern, and makes me think of the artist’s point of view. And that is something I always look for in the films that I chose to make.
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CHRISTIAN MCCAFFREY
The inspiration for Movado’s new campaign is movement. What moves you?
Movement is extremely important as a running back. It takes a lot of focus and practice. In a game where every second counts, movement is everything when you have to make split-second decisions.
What’s the sexist thing about a watch?
I love how Movado has elevated and refined their sportier designs, giving them a little edge.
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TYRESE HALIBURTON
Is time running out?
Time in the game is everything.
What was your favorite aspect of shooting the campaign?
I feel like I have a connection to each of the icons. It’s really cool to meet everybody.
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