Movado is a mall brand. It's what I, and many watch collectors consider a good but entry level luxury watch. There's nothing spectacular about it unless you buy a solid gold one. I do like the Movado Eclipse watches but the rest are not that bad.
Expensive != good watch. Rolex's are expensive but in terms of craftmenship, aren't exactly the best. They are great watches too and their brand name recognition more then makes up for the high dollar price. When the average person see someone with a rolex on and they think you are rich and upper-class. It does exactly what it's suppose to do. Same with MALL brands that are expensive. Why? because more people recognize them.
I could probably walk up to 50 random people on the street and ask them if the know what a Movado or a Tag Heuer is and the majority would be able to answer correctly. A luxury watch,albeit entry level but I the average person won't know that either. If I asked the majority of people what a Breitling, Paitek Phillipe, Franck Muller, Jaeger-LeCoutre, or one of the MAJOR high end luxury watches, they wouldn't know what the hell I'm asking. You can't walk into a store usually and pick one up. And when you have a watch that costs $150K most people aren't going to recognize it unless they are watch fanatics.
Don't call Movado's crap or a non-luxury watch. They are luxury watches. Even Seikos are and pretty much any watch over $200 I call a luxury watch. Why? watches are there to tell time and you can do that reliablly with a sub $100 watch and have it look decent too. Luxury watches, like luxury cars, are there to impress. Movados can, will and do impress people. Same with Paiteks, but usually only after most people get a closer look.
Movados are also swiss made, come with sapphire crystals, keep impeccable time with typically a + OR - .7 seconds every day. That + OR - also distinguishes a good watch from a bad one. A casio watch from walmart might be + .3 seconds every day, but eventually, you are going to be minutes ahead of the real time instead of seconds. In a year you would have to reset the casio back to a closer time, while something like a Movado might stil be within a few seconds of the real time cause it gained and lost seconds instead of only one or the other.
There are other factors included in precision craftmenship for watches. Some of it is just bunk in my opinion, like adding extra jewels just to up the jewel count ala Walthom watches.
Seriously though, any "mall" brand isn't bad, you just might end up paying more then you should. Then again, most true luxury watches are going to be price fixed so getting discounts of any form is not going to be easy unless the watch is hot or fake. This is why these watches really impress, because they command a big price tag.