Movado's new 800 Series give us bulky, stocky watches with personality and depth of design. These are sports watches – they carry a lot of information, including additional dials, second-marking hands, and various numbers and signs – all of which distinguish the watches from most Movado collections. The 800 Series is, in a way, a subdivision of Movado: an experimental route without a speed limit and with few rules. The company tastefully employs new possibilities and maneuvers in this unfamiliar field smoothly and with precision. The 800 Series collection accomplishes several goals for Movado, and it does it without a hiccup.

Indeed, in this collection Movado discard almost every trademark characteristic in design, opting instead for all the indispensable qualities modern sports watches simply must have. I was surprised that despite this rather radical move, the 800 series retained the Movado character. The concave dot is still there. The bezels, endowed with new shapes and forms still contain the perfect circle. All the classic Movado traits are there, only in different perspective. This is a serious design shaking, yet the watches, elusively enough, show elegance and sleek chic we rarely see in utility oriented timepieces.

What makes the 800 Series particularly remarkable from psychological viewpoint is that Movado actually market these watches with personality types in mind. Each line in the Series has a face, a famous figure that speaks for that line; the company hired the services of celebrities and athletes to promote their products: Tom Brady and Derek Jeter. These guys represent that special vibe of optimism and success that we many of us seek -- and we want our hardware to carry this optimism as well. By investing in known people, Movado invested in every potential buyer and owner – they invested in us, in a way making us a part of the company. It is this generosity that upholds the success of the 800 Series, and in many respects of the Movado brand in general.