Movado Group advertising spend, FY2026

Movado Group (MOV) reported $131M of advertising expense for the fiscal year ended Jan 31, 2026. That is 19.5% of revenue of $671M. Down 10.7% from FY2025.

Ad spend, FY2026
$131M
year ended Jan 31, 2026
Change vs prior year
-10.7%
vs FY2025
Share of revenue
19.5%
of $671M revenue
Rank by ad spend
#288
of 336 companies

Key facts

  • Ad spend is 1.7x its FY2016 level ($77.6M), faster than revenue (1.1x).
  • The highest year on file is FY2025 at $147M; FY2026 is 11% below it.
  • Largest increase +48.0% in FY2019; largest cut -36.8% in FY2021.
  • Ad spend is 19.5% of revenue, up from 16.9% in FY2021.
  • Movado Group spends more on advertising than 14% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 3.8x the median of 5.2%.

Ad spend by fiscal year

$0 $50M $100M $150M FY2011 (ended 2011-01-31): $58.9M FY2012 (ended 2012-01-31): $64.2M 2012 FY2013 (ended 2013-01-31): $68.2M FY2014 (ended 2014-01-31): $74.4M 2014 FY2015 (ended 2015-01-31): $74.9M FY2016 (ended 2016-01-31): $77.6M 2016 FY2017 (ended 2017-01-31): $75.7M FY2018 (ended 2018-01-31): $73.1M 2018 FY2019 (ended 2019-01-31): $108M FY2020 (ended 2020-01-31): $135M 2020 FY2021 (ended 2021-01-31): $85.5M FY2022 (ended 2022-01-31): $119M 2022 FY2023 (ended 2023-01-31): $126M FY2024 (ended 2024-01-31): $129M 2024 FY2025 (ended 2025-01-31): $147M FY2026 (ended 2026-01-31): $131M 2026 $131M

Ad spend as % of revenue

0% 10% 20% 30% FY2011 (ended 2011-01-31): 15.4% FY2012 (ended 2012-01-31): 13.7% 2012 FY2013 (ended 2013-01-31): 13.5% FY2014 (ended 2014-01-31): 13.0% 2014 FY2015 (ended 2015-01-31): 12.8% FY2016 (ended 2016-01-31): 13.0% 2016 FY2017 (ended 2017-01-31): 13.7% FY2018 (ended 2018-01-31): 12.9% 2018 FY2019 (ended 2019-01-31): 15.9% FY2020 (ended 2020-01-31): 19.3% 2020 FY2021 (ended 2021-01-31): 16.9% FY2022 (ended 2022-01-31): 16.3% 2022 FY2023 (ended 2023-01-31): 17.0% FY2024 (ended 2024-01-31): 19.4% 2024 FY2025 (ended 2025-01-31): 22.4% FY2026 (ended 2026-01-31): 19.5% 2026 19.5%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $131M -10.7% $671M 19.5% MarketingExpense 10-K Mar 19, 2026
FY2025 Jan 31, 2025 $147M +13.5% $653M 22.4% MarketingExpense 10-K Mar 19, 2026
FY2024 Jan 31, 2024 $129M +2.3% $664M 19.4% MarketingExpense 10-K Mar 19, 2026
FY2023 Jan 31, 2023 $126M +6.0% $744M 17.0% MarketingExpense 10-K Apr 16, 2025
FY2022 Jan 31, 2022 $119M +39.3% $732M 16.3% MarketingExpense 10-K Mar 26, 2024
FY2021 Jan 31, 2021 $85.5M -36.8% $506M 16.9% MarketingExpense 10-K Mar 23, 2023
FY2020 Jan 31, 2020 $135M +25.0% $701M 19.3% MarketingExpense 10-K Mar 24, 2022
FY2019 Jan 31, 2019 $108M +48.0% $680M 15.9% MarketingExpense 10-K Mar 25, 2021
FY2018 Jan 31, 2018 $73.1M -3.4% $568M 12.9% MarketingExpense 10-K Mar 26, 2020
FY2017 Jan 31, 2017 $75.7M -2.4% $553M 13.7% MarketingExpense 10-K Mar 28, 2019
FY2016 Jan 31, 2016 $77.6M +3.6% $595M 13.0% MarketingExpense 10-K Mar 29, 2018
FY2015 Jan 31, 2015 $74.9M +0.7% $587M 12.8% MarketingExpense 10-K Mar 20, 2017
FY2014 Jan 31, 2014 $74.4M +9.1% $570M 13.0% MarketingExpense 10-K Mar 31, 2016
FY2013 Jan 31, 2013 $68.2M +6.2% $505M 13.5% MarketingExpense 10-K Mar 31, 2015
FY2012 Jan 31, 2012 $64.2M +9.0% $468M 13.7% MarketingExpense 10-K Mar 28, 2014
FY2011 Jan 31, 2011 $58.9M n/a $382M 15.4% MarketingExpense 10-K Mar 26, 2013

What the figure is

Total marketing expense (XBRL tag MarketingExpense). It can include marketing staff costs, not only paid media.

Compared with similar spenders

The 6 companies closest to Movado Group in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
283 Helen of Troy $133M 7.4% -1.7% FY2026
284 Upbound Group $132M 2.8% +103.7% FY2025
285 Fiverr International $132M 30.6% +8.2% FY2025
286 Camping World $131M 2.1% +3.3% FY2025
287 Dollar General $131M 0.3% +6.5% FY2026
288 Movado Group $131M 19.5% -10.7% FY2026
289 Stitch Fix $130M 9.6% +10.5% FY2026

Full ranking of 336 companies · Biggest cuts #28 · Highest ad-to-revenue #37

Questions

How much does Movado Group spend on advertising?

Movado Group spent $131M on advertising in fiscal 2026, the year ended Jan 31, 2026, according to its 10-K filed Mar 19, 2026.

What percentage of revenue does Movado Group spend on advertising?

19.5% of revenue in fiscal 2026 ($131M of $671M). The median across the 336 companies tracked is 5.2%.

Is Movado Group spending more on advertising?

No. Ad spend fell 10.7% in fiscal 2026 from fiscal 2025.

How does Movado Group rank by advertising spend?

#288 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Movado Group's advertising figure include?

Total marketing expense (XBRL tag MarketingExpense). It can include marketing staff costs, not only paid media.

Source

Filing
10-K for FY2026, filed Mar 19, 2026
Accession number
0001193125-26-115298
Company
MOVADO GROUP INC, CIK 72573, SIC 3873 (Watches, Clocks, Clockwork Operated Devices/Parts)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Movado Group advertising spend, FY2011-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 19, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/movado-group/advertising-spend/
Download
CSV, all years · CSV, all 336 companies