MVMT’s Active Meta Ads

The ads sell MVMT watches across several named lines, including the Newporter, the Odyssey II Automatic, the Mulholland Collection, the Signature Square in Dakota Silver and Ceramic Gloss White, the Nova Ceramic in Gloss Black and Gloss White, the Legacy Slim in Eagle Tan and Sartorial Sport, the Raptor Shock Blue and the Frost Winter Rose. The main offers are a buy one get one discount with a code, a Memorial Day sale discount with a code, and a limited edition collaboration with the motocross racer Jett Lawrence that is capped at a set number of pieces. The copy also promises restocks of top-selling watches and new arrivals.

The copy opens with direct commands such as “Suit up. Clock in. And take a trip in the Newporter Collection—back to the retro-future” and with questions about why styles keep selling out, as in “Wondering why these keep selling out? See for yourself. Shop the restock of our top-selling watches”. It names the problem of sold-out stock and sets a deadline before the sold-out sign returns. The ceramic ads dwell on the material, describing a mirror finish that never fades and a case harder than steel. The Jett Lawrence collaboration is introduced with “World Champion motocross racer Jett Lawrence ramps up our Raptor Automatic design with this limited edition collab”, and the same range carries a cap on how many pieces are made. The Newporter ads describe a sharp rectangular case and rich midcentury tones.

Video makes up 59% of the pulled ads, and 7 of them send people to mvmt.com/home. The rest link to collection pages for new arrivals, men's and women's watches, ceramic watches, the Mulholland Collection, the Odyssey II Automatic and a back-in-stock page. There are no paid partnerships and no buttons on the ads.