Watches should be high-quality and reliable, while also being wearable, having casual elegance and style. Torrent2, one of four, 15-second spots communicates the emotional component of timepiece selection by showing watches in the context of consumers’ lives.

Movado hired longtime creative partner TAG Creative New York, for the project because of the agency’s reputation as deft communicators of the relationships between brands and consumers. The assignment: bring the existing “My World, My Watch” campaign to life in TV, while continuing the re-brand of the ESQ line as ESQ by Movado.