The brand describes its origins as a London-based venture created by two former fashion buyers seeking to produce sophisticated watches with a playful aesthetic.3

Origins: 2011–2012

Olivia Burton was founded by Lesa Bennett and Jemma Fennings, who met whilst studying at the London College of Fashion. Following graduation, both worked in fashion retail, holding buying positions with companies including Selfridges and ASOS.4

Their professional experience highlighted a gap in the market for watches that were fashionable, distinctive, feminine and affordable, rather than traditional timepieces. They subsequently began developing their own designs. The business was initially developed on a small scale, famously starting around a kitchen table before expanding into a London-based fashion watch company.5

The name Olivia Burton was chosen in honour of Lesa Bennett’s great-aunt, who served as a significant personal inspiration for the founders.6 The first collections launched in 2012, establishing the brand’s association with vintage-inspired watches interpreted through a contemporary fashion lens.7

Olivia Burton differentiated itself from traditional watch manufacturers by treating the watch as a fashion accessory. Rather than emphasising technical horology or luxury craftsmanship, the brand focused on attractive dial designs, feminine colour palettes, fashion-oriented straps, floral and animal imagery, vintage references, seasonal collections and accessible pricing.

This approach positioned the product closer to fashion jewellery and accessories than to traditional luxury watchmaking. The brand experienced rapid growth in the UK before expanding internationally. At the time of its acquisition in 2017, Movado described Olivia Burton as one of the UK’s fastest-growing fashion watch and jewellery brands.8

Although initially known for watches, jewellery has formed a significant part of the brand’s offering since 2016. The company expanded its range to include earrings, necklaces, bracelets, rings and other fashion accessories.9

This diversification allowed Olivia Burton to evolve into a comprehensive accessories brand rather than being identified exclusively with watches. Retailers now present Olivia Burton as a combined watch and jewellery label.9

In July 2017, Movado Group, Inc. acquired JLB Brands Ltd., the parent company of Olivia Burton. The transaction was completed on 3 July 2017 for approximately £60 million in cash, subject to customary adjustments.4

The acquisition provided Movado with a rapidly growing, fashion-oriented British brand with strong appeal among younger consumers, complementing its existing portfolio of established watch names. Olivia Burton remains one of Movado Group’s owned brands alongside Movado, EBEL, Concord and MVMT.10

The brand’s philosophy combines classic British style, vintage inspiration, playful details and contemporary fashion. Official descriptions cite influences ranging from vintage treasures found in London antique markets to contemporary street style and fashion week trends.3

This results in a design language that is neither purely traditional nor strictly minimalist. The central concept treats the classic watch as a piece of fashion jewellery, an idea that has remained fundamental to the brand’s identity.

Olivia Burton’s visual identity is closely associated with British femininity and nature.

Nature

Recurring motifs include bees, butterflies, flowers, celestial imagery, birds and references to the English countryside. The brand explicitly identifies these elements as core components of its visual vocabulary.17 The original logo featured a bird, reflecting the founders’ affinity for the English countryside.13

Vintage influence

The brand draws inspiration from antique market finds, vintage watches, traditional British interiors, heritage fashion, botanical illustrations and antique jewellery. These references are typically reinterpreted in a contemporary manner rather than reproduced literally.

Britishness is a primary brand asset for Olivia Burton. However, the brand does not position itself as a traditional British luxury watchmaker in the vein of heritage Swiss or English horological houses. Instead, its British identity is expressed through lifestyle and aesthetics, evoking London, antique shops, English gardens, the countryside, fashion and eccentricity.

The brand describes its aesthetic as “classic meets contemporary”, emphasising the eclectic nature of British style.17 Consequently, Olivia Burton’s British identity is more fashion-cultural than technical or horological.

Watches remain the core product category for Olivia Burton. The brand has historically focused on quartz fashion watches designed to complement an outfit, rather than mechanical luxury timepieces.

Typical characteristics include analogue displays, clean cases, decorative dials, leather or fashion straps, metal bracelets, floral or animal motifs, gold, rose-gold and silver finishes, feminine proportions and seasonal colourways. This positioning prioritises personal style over mechanical engineering, distinguishing Olivia Burton from traditional watchmakers such as Rolex, Omega or Longines. It is fundamentally a fashion-watch brand rather than a high-horology manufacturer.

Jewellery has become a recognisable extension of the Olivia Burton aesthetic. Collections include:

• Earrings: Studs, hoops and drop earrings
• Necklaces: Pendants, charms and motif-based designs
• Bracelets: Delicate bracelets, chains and layered pieces
• Rings: Fashion rings in minimalist and decorative styles

The jewellery adheres to the same design vocabulary as the watches: feminine, nature-inspired, delicate and playful.11

Olivia Burton traditionally targets fashion-conscious women, particularly younger consumers seeking accessories that offer personality without entering traditional luxury watch price brackets. Movado has described the brand’s designs as inspired by fashion and vintage trends and positioned at accessible price points.4

Olivia Burton occupies the fashion watches and lifestyle accessories segment of the market, situated between premium watchmaking brands like Longines or Tissot and mass-market fashion watches. Its competitive advantage lies in design, branding, accessibility and fashion relevance rather than mechanical sophistication.

Movado corporate materials indicate that Olivia Burton was reimagined and relaunched in 2023 with a more elevated, modern and sophisticated aesthetic while retaining its British heritage.12 This direction moved away from the overtly whimsical aesthetic of earlier collections.

The current positioning emphasises sophistication, refined colour palettes, contemporary British style, premium-looking details, femininity, heritage and subtle playfulness. The updated logo features a distinctive slanted “O”, representing a contemporary interpretation of the brand’s eccentric British identity.13

As of 2026, Olivia Burton operates within the Movado Group portfolio. Fiscal reporting continues to identify it as an owned brand alongside Movado, Concord, EBEL and MVMT.14

The brand’s proposition has evolved significantly since launch:

• 2012: Primarily fashion watches
• 2016 onward: Watches and jewellery
• 2023 onward: Elevated and sophisticated brand identity
• 2026: British fashion-accessories brand within Movado Group

Five major elements define the brand:

1. British identity: London is fundamental to the brand story, with British culture serving as a continuous source of inspiration.17
2. Nature: Flowers, bees, butterflies, birds and celestial imagery create a recognisable visual vocabulary.
3. Vintage: Historical references are translated into contemporary accessories.
4. Femininity: Unlike many minimalist fashion-watch brands, Olivia Burton embraces decorative and feminine design.
5. Accessibility: The brand produces stylish watches without the positioning or prices associated with traditional luxury watchmaking.

Strengths

• Strong visual identity: Products are often recognisable without visible branding.
• Clear positioning: Occupies a distinct space between fashion and accessories.
• British storytelling: London, vintage markets and English nature provide a coherent narrative.
• Product ecosystem: Watches and jewellery are designed to be mixed and matched.
• Gifting potential: Decorative designs and accessible positioning suit the gift market.

Potential weaknesses

• Limited horological differentiation: Less compelling for serious watch enthusiasts due to its fashion-focused value proposition.
• Fashion dependence: Reliance on design makes the brand susceptible to changing fashion preferences.
• Competition: The fashion-watch market is crowded with brands competing on design, social media presence and price.
• Brand perception: Positioning between jewellery, fashion and watches may limit prestige among traditional collectors while facing competition from established fashion-jewellery brands.

Olivia Burton is evaluated differently from traditional Swiss watchmakers. While horological enthusiasts prioritise movement type, mechanical complexity, manufacturing origin and finishing quality, Olivia Burton customers typically focus on aesthetics, outfit coordination, distinctiveness, comfort and personal expression.

The product is essentially a combination of fashion, jewellery and timekeeping, aligning with the priorities of the fashion-watch consumer rather than the traditional collector.

While some historical accounts note that the underlying company, JLB Brands, was established in 2011, Movado officially identifies the brand as founded in 2012 when sales under the Olivia Burton name commenced.15

Olivia Burton is best understood as a British fashion-accessories brand rather than a conventional watchmaker. Its success stems from transforming the functional wristwatch into a fashion statement. Key brand assets include its London origin, British storytelling, vintage inspiration, nature motifs, feminine design and accessible positioning.

Under Movado’s ownership, the brand has evolved towards a more refined, contemporary and premium-looking identity whilst deliberately retaining the playful British character that established its recognition.16

1. Movado
2. Olivia Burton | LinkedIn
3. SEC
4. Movado Group Acquires Olivia Burton | Movado Group, Inc.
5. UK Jewellery Awards 2026
6. Olivia Burton Story – thbaker.co.uk
7. オリビア・バートンについて
8. The Olivia Burton Story – Allum & Sidaway
9. Olivia Burton Jewellery | Goldsmiths
10. Who Owns Movado: Movado Group and the Grinberg Family – LegalClarity
11. Olivia Burton – EverybodyWiki Bios & Wiki
12. mov-10k_20200131.htm
13. The History of Iconic Accessory Brand, Olivia Burton – First Class Watches Blog
14. sec.gov
15. sec.gov
16. Movado acquires UK watch and jewellery brand Olivia Burton – FashionNetwork USA
17. A Celebration of British Craft, Nature, and Modern Femininity