Schema.org AuditJewelry + Accessories

MVMT — Schema.org / JSON-LD audit

MVMT's storefront grades D (42/100) across homepage, PDP, collection and blog. 2 findings flagged for fix — each ships with a copy-paste-ready Liquid snippet on the live tool.

D

Schema score · 42/100

26 checks evaluated

Live result · refreshed 2026-10-11

www.mvmtwatches.com
Screenshot of MVMT's Shopify storefront

About MVMT

Founded 2013 · US

Jake Kassan and Kramer LaPlante launched MVMT on Indiegogo in 2013 with a singular thesis: most men were wearing $400+ Rolex aspirations on $40 budgets. The brand exploded through Instagram + Facebook ads with $95-$200 minimalist watches and was acquired by Movado for $100M in 2018. Effectively defined the modern DTC watch category.

Public scale markers

Disclosed in filings, acquisitions or named press reporting — not estimates.

  • 01Sold to Movado for $100M (2018)
  • 02Reported $90M revenue at acquisition
  • 03Indiegogo origin — $300K campaign

Notable for the schema.org audit

Post-Movado-acquisition, MVMT is an interesting study in DTC brand integrated into a traditional Swiss watch holding company. Watch for legacy-system signals + simplification patterns.

Per-page schema on MVMT

JSON-LD blocks + Schema.org types detected on each canonical Shopify page type.

  • Homepage

    2 blocks

    Types: BreadcrumbList, WebSite, Organization

  • PDP

    2 blocks

    Types: ProductGroup, BreadcrumbList

  • Collection

    1 block

    Types: BreadcrumbList

  • Blog

    0 blocks

    No JSON-LD detected on this page type.

Open findings

Top 4 of 4 non-passing checks. Open the live tool to see every check + copy-paste-ready Liquid fix snippet for each.

  • PDP: Product.image is setcritical

    Product is present but missing the "image" field — required for Google Shopping eligibility.

  • PDP: Product.offers is setcritical

    Product is present but missing the "offers" field — required for Google Shopping eligibility.

  • Collection: ItemList schema presentrecommended

    Helps search engines understand collection-page contents as a structured product list.

  • PDP: AggregateRating schema presentrecommended

    Star ratings in search listings — drives CTR more than any other rich result.

What this Schema grade reveals

D-grade signals meaningful structural gaps in MVMT's storefront Schema. The most common pattern at this grade band is missing Product schema fields (offers price + currency + availability), conflicting Review schema from two apps (Loox + Judge.me both writing AggregateRating), or no BreadcrumbList — fixable in an hour of theme.liquid work.

Breakdown: 2 PDP findings. The live tool ships a copy-paste-ready Liquid snippet for each finding — every finding is fixable in theme.liquid without installing additional apps.

Cross-check with the App Stack Detector to see which Schema-emitting apps are installed — most Schema problems on Plus tenants come from conflicting Review schema between Loox + Judge.me + the theme rather than missing apps.

Run live

These results refresh every 24 hours. To re-run the analysis right now — or to analyse a different storefront — open the live Schema.org Audit with ?url=www.mvmtwatches.com preserved.

Open the live Schema.org Audit

See MVMT's full storefront analysis

See all apps installed Identify the theme Grade the llms.txt

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