There is, for example, entirely no discussion of the type of movement used in the watch. Instead, their copywriting team actually did a nice job of poetically encapsulating the appeal of mechanical watches in terms that MVMT’s demographic is likely more receptive to. They use the slogan “A Modern Classic, A Kinetic Machine,” adding that “the gears that drive the smooth sweeping motion of the hands are powered by the natural movements of the wearer, revealed by a sculptural exhibition caseback.” That’s some decent marketing language, and I hope enough of their audience makes it far enough to read that. The result is MVMT actually helping to educate an entire demographic about why mechanical watches are cool. MVMT isn’t going to make them automatic watch-lovers, per se, but I think it is excellent that the brand is doing its part in helping customers mature into the higher-end timepieces that they’ll likely take interest in as they get older.