Movado Group Has Sold 95% Stake in EBEL Brand
The luxury watchmaker reached a $66.5 million agreement to offload the majority of its EBEL brand to a buyer group.
Updated on Oct. 8, 2026 in Accessories
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Movado Group announced it has reached a definitive agreement to sell a 95% equity interest in the watch brand EBEL for $66.5 million. The company will retain a 5% stake while offloading assets including trademarks, inventory, and the Villa Turque.
Why it matters
The divestiture allows Movado Group to sharpen its strategic focus on its accessible luxury and fashion watch and jewelry portfolio. By offloading the historic Swiss brand, the firm aims to streamline its corporate operations.
The transaction covers assets including intellectual property, inventory, and the historic Villa Turque. The EBEL brand was originally founded in Switzerland in 1911.
The players
Movado Group
Headquartered in Paramus, New Jersey, this company is a major manufacturer and distributor of watches and jewelry.
EBEL
This Swiss watch brand was founded in 1911 and is known for its long history of luxury watchmaking.
Montres Journe SA
This Geneva-based company is a luxury watch manufacturer that led the buyer group in this acquisition.
Chanel
A global luxury fashion house with an estimated 38,000 employees that participated in the acquisition of EBEL.
Pierre Jacques
He is a central figure in the buyer group and will serve as the incoming Chief Executive Officer of EBEL.
The details
The buyer group is led by Montres Journe SA and includes Chanel and Pierre Jacques, who is set to serve as the new Chief Executive Officer of EBEL. Assets will be transferred into a newly formed Swiss subsidiary, with the buyer group assuming control of the majority equity upon the deal's closing.
Timeline
The EBEL brand was originally founded in Switzerland in 1911.
Movado Group announced the sale agreement on October 8, 2026.
The transaction is expected to close within the next few months.
Culture Shift
This deal reflects the ongoing consolidation trend in the Swiss luxury watch market as established firms reorganize their assets. The move underscores a broader industry shift toward prioritizing core luxury and fashion watch portfolios over legacy brand holdings.
For the average consumer or collector, the change in ownership signals potential shifts in future design focus and brand availability. Customers should monitor for updates on product lines as the new management team begins its transition.
The takeaway
Divestitures like this allow major fashion groups to reallocate capital toward more scalable or profitable divisions. Investors and collectors should watch how the brand evolves under its new leadership and its new parent company structure.
Further reading
For more on the changing landscape of luxury goods, see our latest coverage on Accessories.
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