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1925: Art Deco & The Birth Of Modern Style

The Movado factory in La Chaux-de-Fonds had initially specialized in pocket watches. Early designs included ladies’ small pendant and shell-encased watches to distinctive eight-sided 18K gold pieces, and elegant engine-turned, jeweled cases in unique shapes.

In 1925, a new style was born. April 1925 marked the beginning of the International Exposition of Modern Industrial and Decorative Arts, a World’s fair held in Paris, France, that ran through October of that year. The title of this exhibition gave birth to the term “Art Deco”, a “modern” style characterized by a streamlined classicism, geometric and symmetric compositions, and a sleek machine-age look.

In celebration of the “Exposition des Arts Decoratifs”, Movado created designs like this elegant cushion-shaped pocket watch with its highly decorative, hand-enameled gold case.