A tremendous amount of digital multimedia data is broadcasted daily over the internet. Since digital data can be very quickly and easily duplicated, intellectual property right protection techniques have become important and first appeared about fifty years ago (see [I.J. Cox, M.L. Miller, The First 50 Years of Electronic Watermarking, EURASIP J. Appl. Signal Process. 2 (2002) 126-132. [52]] for an extended review). Digital watermarking was born. Since its inception, many watermarking techniques have appeared, in all possible transformed spaces. However, an important lack in watermarking literature concerns the human visual system models. Several human visual system (HVS) model based watermarking techniques were designed in the late 1990's. Due to the weak robustness results, especially concerning geometrical distortions, the interest in such studies has reduced. In this paper, we intend to take advantage of recent advances in HVS models and watermarking techniques to revisit this issue. We will demonstrate that it is possible to resist too many attacks, including geometrical distortions, in HVS based watermarking algorithms. The perceptual model used here takes into account advanced features of the HVS identified from psychophysics experiments conducted in our laboratory. This model has been successfully applied in quality assessment and image coding schemes M. Carnec, P. Le Callet, D. Barba, An image quality assessment method based on perception of structural information, IEEE Internat. Conf. Image Process. 3 (2003) 185-188, N. Bekkat, A. Saadane, D. Barba, Masking effects in the quality assessment of coded images, in: SPIE Human Vision and Electronic Imaging V, 3959 (2000) 211-219. In this paper the human visual system model is used to create a perceptual mask in order to optimize the watermark strength. The optimal watermark obtained satisfies both invisibility and robustness requirements. Contrary to most watermarking schemes using advanced perceptual masks, in order to best thwart the de-synchronization problem induced by geometrical distortions, we propose here a Fourier domain embedding and detection technique optimizing the amplitude of the watermark. Finally, the robustness of the scheme obtained is assessed against all attacks provided by the Stirmark benchmark. This work proposes a new digital rights management technique using an advanced human visual system model that is able to resist various kind of attacks including many geometrical distortions.