As a long-time watch collector, my knowledge about Bulova was surprisingly limited. I always dismissed it as a low-cost watch brand often seen on the dash of our trucks. That perception shifted dramatically after watching a restoration video by the Saving Time YouTube channel. The video introduced me to some interesting details that sparked a deep dive into Bulova’s rich history and significant contributions to watchmaking.
A Marketing Masterstroke: Charles Lindbergh and the Lone Eagle Watch
In a stroke of marketing genius, Arde Bulova, son of the company’s founder, offered a $1,000 prize for anyone who could complete a nonstop transatlantic flight. Charles Lindbergh rose to the challenge and, in 1927, successfully flew solo from New York to Paris. Bulova capitalized on this historic event by introducing the Lone Eagle watch, commemorating Lindbergh’s achievement. Within days of Lindbergh’s landing, Bulova received 30,000 orders for the watch. Lindbergh himself was awarded a Bulova watch and the $1,000 prize. That watch became the best-seller of its time.
Radio Advertising Genius: The Iconic 8 PM Ad
Another example of Bulova’s marketing acumen was its radio campaign. The company instructed listeners to set their clocks at 8 p.m. with the phrase, “At the tone, it’s eight o’clock, B-U-L-O-V-A Watch Time.” This clever strategy made Bulova synonymous with precise timekeeping in American households.
Pioneering Television Advertising: The First TV Ad
Bulova’s marketing genius was evident again in 1941 when the company produced the world’s first television commercial. On July 1, 1941, at 2:29 p.m., a 10-second ad aired on NBC’s WNBT-TV before a baseball game between the Brooklyn Dodgers and the Philadelphia Phillies. The ad featured a clock over a map of the U.S. with the voice-over, “America runs on Bulova time.” This historic ad cost only $9, approximately $190 today, and reached a small audience in New York City. Despite its modest start, this ad heralded a new era in advertising, showcasing Bulova’s innovative approach.
The Joseph Bulova School of Watchmaking: Championing Accessibility and Opportunity
In 1945, Arde Bulova founded the Joseph Bulova School of Watchmaking to train disabled veterans. The school was a pioneer in accessibility, featuring ramps, electric eye-operated doors, elevators with doors on opposite sides, and cork floors to prevent slipping. This ensured the facility was fully navigable for wheelchair users and others with disabilities. The school offered tuition-free education, helping veterans reintegrate into civilian life with valuable skills.
Bulova’s Partnership with NASA
Bulova’s collaboration with NASA highlighted their commitment to precision. Accutron technology was used in the instruments on Apollo missions, securing Bulova’s place in space exploration history.
Changing Hands: From Loews Corporation to Citizen Watch Co.
In 1979, Bulova was acquired by the Loews Corporation, marking the end of an era and transitioning the brand under new management.
A Personal Reflection on Discovering Bulova
Bulova is far more impressive than I initially thought. As a dedicated watch collector, I am now eager to acquire a pre-1979 Bulova. I wouldn’t mind adding an original to my collection, perhaps even two. While I generally avoid quartz watches, a 1960s Accutron would be a cool addition, blending watch design with space history. I’ll save that story for another day when I find and secure one.