Shanghai, China – Swiss-made timepiece brand, Movado has announced that it has partnered with award-winning A-list Chinese musician Ronghao Li to be its newest global ambassador. 

Li will be featured in Movado’s updated global advertising campaign with the tagline, “Mastering Time in Your Way”, paying homage to Movado’s brand positioning. 

The campaign, which will be launched in mid-August this year, is said to have been strategized to speak to the consumer who is confident and true to themselves, which are trademark characteristics of both Movado’s and Li’s DNA.

Having been chosen by the brand, Li has expressed fondness as he thinks the brand’s personality coincides with his as a musician. 

“I have always expressed the importance of ‘being authentic and true to yourself” which gives me inspiration for my music. Movado has a deep history with the arts and a similar artistic vision in the design of their watches as I do with my music,” said Li. 

Movado Global Chief Marketing Officer, Mary Leach said that in choosing Li, the decision transcended his talent as a musician.

“Mr. Ronghao Li is more than a talented musician; he has his own unique character and charisma,’ said Leach.

“We were immediately drawn to Li because he is has a passion for the creation of authentic artistry, self-expression, and being true to yourself; characteristics that make up our brand DNA,” added Leach. 

Presently, Movado has more than 70 offline stores in China’s main locations in first and second-tier cities and has also launched its own TMALL and JD flagship stores which went live in 2016.