Ludacris Reflects on His Love Story with Watches as He Stars in New Icons Campaign for Movado (Exclusive)

Mar. 15, 2025

Ludacris for Movado.Photo:Mert Alas and Marcus Piggott

Mert Alas and Marcus Piggott

Ludacrisis bringing his icon status and love for fashion to a new campaign.

From his radio hits and starring roles in action-packed films to his memorable red carpet looks and latest popular commercial gig for State Farm insurance (you know the one!), his status as one of the industry’s most influential stars is undeniable.

But upon hearing the word “icon” associated with his 24-year (and counting) career, he accepts the praise humbly. “That means something. I thrive to be that,” he tells PEOPLE.

Whether or not feels he’s achieved this height of success, the three-time Grammy winner has, in fact, made his mark, which is why Swiss watch brandMovadocame to him for its new campaign.

“It’s a full-circle moment for me,” theFast & Furiousstar, 46, tells PEOPLE of partnering with the label, which has been crafting timepieces since 1881.

Ludacris’ journey with Movado started at a young age: His mom gifted him his first watch for Christmas when he was around 11 years old.

“That’s right at the time where you start really kind of evolving into your own personal style,” he says. He saw his dad wear Movado’s timeless designs growing up and eventually started investing in his own collection. “I’ve always been a fan. That’s just a testament of how long I’ve been rocking with them,” he explains.

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“I’m constantly in motion. I’m constantly evolving. They say if you don’t evolve, you’ll evaporate. You have a foundational element of things that you consistently do, but you also try new things. A lot of synchronicities in terms of the way that we evolve,” he explains, referring to how he relates to the company’s style codes and messaging.

Ludacris for Movado.Movado/Mert Alas & Marcus Piggott

Movado/Mert Alas & Marcus Piggott

And boy has he evolved — that is, when it comes to his style.

Ludacris doesn’t regret his past fashion choices — but he also can’t believe he once wore those “baggy ass clothes” of his in the 2000s. “At the time, it was completely normal [to wear oversize clothing],” he admits, “but 10, 15 years later looking back it’s like, ‘How the hell was I okay with it beingthatbaggy?’”

Now he enjoys dressing up in classic and refined looks, which is why Movado slips into his wardrobe effortlessly. He feels the “most comfortable” when he’s in a “casual-fly” outfit that, come fall, will consist of his seasonal closet staples: sweater vests, blazers, a suit with a T-shirt, comfy shoes and of course his favorite watches. “It’s comfortability-meets-casual-meets sporty,” he says.

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Ludacris for Movado.Movado/Mert Atlas & Marcus Piggot

Movado/Mert Atlas & Marcus Piggot

At the end of the day, no amount of fame can knock Ludacris off the course ofbeing his most authentic self.

“Man, just be yourself, be comfortable, be unique,” he tells PEOPLE of the style advice he’d pass down to his younger self, like a heirloom watch perhaps.

“You’re never going to know exactly what you are truly comfortable with until you experiment with different things. Not being afraid to be criticized during your experimental stage because how else are you going to reach the destination of your true confidence and where you’re supposed to be unless you’re able to be fearless.” (Mic drop.)

Learn more about the Movado campaign onmovado.com.

source: people.com