Is Bulova An American Brand?
On a bustling day in New York City, October 4, 1875, a 23-year-old immigrant named Joseph Bulova opened a small jewelry shop on Maiden Lane, the heart of the city’s jewelry district. This modest store would grow into one of the most influential watch brands in the world, pioneering industry-changing innovations and passing through the hands of global giants. Now, in 2025, Bulova celebrates its 150th anniversary, a milestone that reflects its transformation from a quintessentially American company to an internationally recognized brand with deep roots in both the U.S. and Japan.
Joseph Bulova, a Czech immigrant, had a vision: to craft high-quality timepieces that combined precision with affordability. In the early 1900s, Bulova expanded into watch production, embracing the industrial revolution’s promise of standardization. By 1912, he opened his first dedicated watch factory in Biel/Bienne, Switzerland, ensuring Swiss precision while maintaining an American business identity.
The 1920s saw Bulova rise to prominence, pioneering mass-produced wristwatches and launching the first-ever radio advertisement in 1926 with the slogan, “America runs on Bulova time.” The brand became synonymous with innovation, accuracy, and patriotism, supplying watches to the U.S. military during World War II and later pioneering the first television commercial in 1941—a simple but historic $9 ad that aired before a Yankees game.
After Joseph Bulova’s passing in 1936, leadership transitioned to his son, Arde Bulova, who became chairman. Under Arde’s guidance, the company continued to innovate and expand, including the establishment of the Joseph Bulova School of Watchmaking in 1945, a pioneering effort to train World War II veterans in watch repair. In 1958, following Arde’s death, his nephew, Harry Henshel, assumed the role of president, becoming the last Bulova family member to lead the company. Henshel oversaw one of Bulova’s most significant innovations: the Accutron watch in 1960, the world’s first electronic tuning fork watch, which was so accurate that it became the official timepiece for NASA and played a role in early space missions.
The 1970s brought challenges for traditional watchmakers due to the Quartz Crisis, which saw an influx of affordable, highly accurate quartz watches from Japan. Bulova, known for its mechanical and tuning fork watches, struggled to compete with the emerging quartz movement revolution.
In 1979, Loews Corporation, a powerful U.S. conglomerate led by Laurence Tisch, acquired Bulova, aiming to modernize the brand and help it navigate the changing industry. Under Loews’ ownership, Bulova maintained its American identity and continued producing watches, though it struggled against rising Swiss luxury brands and Japanese quartz competitors. Throughout the 1980s and 1990s, Bulova sought to redefine itself, launching the Millennia Collection in 1998, featuring solar-powered and motion-quartz technologies. While these efforts were innovative, Bulova never fully regained its dominance as a market leader.
The acquisition made strategic sense. Citizen, known for its precision quartz and Eco-Drive technology, sought to strengthen its position in the U.S. luxury and mid-range watch market, while Bulova gained access to advanced Japanese manufacturing, cutting-edge innovations, and global distribution channels. Despite the change in ownership, Bulova’s headquarters remained in New York City, preserving its American heritage while benefiting from Citizen’s expertise.
As Bulova celebrates its 150th anniversary in 2025, its legacy remains deeply intertwined with American watchmaking history, even as it thrives under Japanese ownership. From the streets of New York to the innovation hubs of Tokyo, Bulova’s journey reflects resilience, adaptability, and a commitment to precision that transcends borders.
So, is Bulova an American brand? The answer is both yes and no. It was born in America, shaped by American ingenuity, and remains headquartered in New York. Yet, today, it operates as a Japanese-owned brand with a global presence, proving that while ownership can change, the spirit of a brand—and the legacy of innovation—endures.
