Schema.org AuditJewelry + Accessories

MVMT — Schema.org / JSON-LD audit

MVMT is a jewelry + accessories brand whose Schema.org and JSON-LD coverage across homepage, PDP, collection and blog this page surfaces. Refresh below for a live read.

2013

Founded

Brand profile · refreshed 2026-05-29

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.

What this Schema grade reveals

Live data wasn't available at the last build of this page. Typical Schema patterns at MVMT's scale are reasonable Product schema on PDPs (the apps + theme usually emit it), partial Organization + WebSite schema on the homepage, and uneven Collection / Blog coverage — which is where most large DTC brands actually lose rich-result eligibility. Use the "Open the live Schema.org Audit" link below for an instant fresh probe.

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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