Movado Sells Ebel to F.P. Journe and Chanel in Strategic Luxury Realignment

Movado Group has sold a 95% stake in its Ebel brand for $66.5 million to a consortium led by Montres Journe SA and Chanel. This strategic divestment allows Movado to focus on its core brands, while the new owners aim to revive Ebel's prestige and market presence.

Simone Dubois

October 10, 2026 · 4 min read

In a significant restructuring within the luxury watch sector, Movado Group, Inc. announced on October 8, 2026, that it has entered a binding agreement to sell a 95% interest in its Ebel brand. The $66.5 million deal places the historic Swiss watchmaker in the hands of a powerful consortium led by high-end manufacturer Montres Journe SA, with participation from luxury house Chanel. Movado will retain a 5% stake in the business, which will be helmed by incoming CEO Pierre Jacques, a veteran of the Swiss watch industry.

The transaction marks a pivotal moment for all involved. For Movado, it represents a strategic divestment designed to sharpen its corporate focus. For the new owners, it is an opportunity to resurrect a once-prominent brand. And for Ebel itself, the sale promises a new platform with the capital and expertise to pursue its next phase of growth and reclaim its former prestige.

Ebel's Journey: From 1980s Peak to Revival Opportunity

Founded in La Chaux-de-Fonds, Switzerland, in 1911 by the husband-and-wife team of Eugene Blum and Alice Levy, Ebel built a reputation for distinctive design and craftsmanship. The brand reached its zenith in the 1980s and 1990s, when collections like the Sport Classic and the 1911 chronograph made it one of the most successful and top-selling Swiss watch brands. Its unique blend of architectural design and mechanical substance secured its place as a major industry player.

However, after Movado Group acquired the brand from LVMH in 2004, Ebel gradually faded from the spotlight, falling into what industry reporting describes as "relative obscurity." While remaining a premium luxury brand with a rich heritage, it no longer commanded the market presence of its heyday. This new acquisition positions the historic marque for a revival, leveraging its latent brand equity and celebrated design history under a new ownership structure dedicated to its redevelopment.

Strategic Rationale Behind the Ebel Sale

The sale is a calculated move with distinct benefits for the seller, the asset, and the buyers. Movado's official announcements and subsequent reporting clarify the strategic logic underpinning the transaction for each party.

An analysis of the strategic motivations for Movado Group, the Ebel brand, and the new ownership consortium in the $66.5 million transaction.
Party	Role in Transaction	Stated Strategic Rationale / Goal
Movado Group, Inc.	Seller of a 95% majority interest for $66.5 million, retaining a 5% stake.	To sharpen focus on its core portfolio of accessible luxury and fashion watch and jewelry brands.
Ebel Brand	The luxury watch brand being sold, founded in 1911.	To gain a new ownership platform with the dedicated resources, capital, and expertise to support its long-term development and pursue a brand revival.
New Ownership Consortium	Buyer group acquiring a 95% interest, comprising Montres Journe SA, Chanel, and incoming CEO Pierre Jacques.	To revive the Ebel marque by leveraging luxury expertise and a long-term perspective to unlock the brand's full potential and return it to prominence.

The New Ownership's Vision

The acquiring consortium brings a formidable combination of horological credibility, luxury market power, and industry leadership. The group is led by Montres Journe SA, the company of renowned independent watchmaker François-Paul Journe, and includes the global luxury house Chanel. This partnership signals a serious commitment to restoring Ebel's prestige with a focus on product excellence. "EBEL has always stood for exceptional product, and I am delighted to contribute to its next chapter alongside my friends and partners,” commented François-Paul Journe.

Leading the revival will be Pierre Jacques, who takes the role of Chief Executive Officer. A well-known figure in the industry, Jacques previously served as CEO of the independent Swiss brand De Bethune for over a decade. His appointment provides experienced leadership dedicated solely to Ebel's resurgence. According to Movado's announcement, the new ownership will provide Ebel with the "resources and dedicated focus to pursue its next phase of growth," backed by the "expertise, commitment and long-term perspective" of its new stewards.