Bulova picks Branson as brand ambassador

Posted March 25, 2011 | By Coleby Nicholson

In an exclusive media launch last night at BaselWorld, Bulova Corporation announced Sir Richard Branson as ambassador for its Accutron watch.

Dennis Perry, president of Bulova, which is distributed in Australia by Melbourne-based Time-Essentials, said Branson was an ideal match for the Accutron brand because he mirrored its principals of innovation.

"As an entrepreneur, humanitarian and pioneer, Sir Richard reflects the spirit of innovation that is at the heart of the Bulova Accutron brand," Perry explained.

The Accutron timepiece has a rich history: it was the world’s first fully electronic watch and became an integral part of US space technology, used on missions from the late 1950s through to the first moon walk in 1969 and the 1973 launch of Skylab.

“Bulova is committed to allowing our imagination to explore innovation and to bring that innovation to the marketplace. We felt that we needed someone to help up-carry that torch or help expand our message and that led us to Sir Richard Branson.

“We feel Richard Branson could be an individual that would be central to our message of innovation. As he continues to pursue avenues of innovation, we too pursue avenues of innovation and we felt that together we could pursue them more gallantly.”

Branson made his way to the small stage in a packed media event and discussed his reasons for being connected to the brand.

Branson will donate 100 per cent of the proceeds from his work with Bulova Accutron to Virgin Unite, a non-profit foundation he created in 2004 to help revolutionise the way businesses, the social sector and government work together.

Two advertisements featuring Branson were then unveiled on stage, which Perry explained were photographed in Branson’s home.

The British entrepreneur said his belief is that all businesses should become a force for good. Explaining the foundation, he said, “The advantage that businesses have over governments is that businesses are often run by entrepreneurs, who see thing slightly differently to governments. Virgin Unite looks for problems around the world and tries to tackle them in an entrepreneurial way.”

The Bulova name has a proud history. Since 1875, when 23-year-old immigrant Joseph Bulova opened a small jewellery store in New York City, the name Bulova has come to symbolise a unique blend of old-world craftsmanship and new-world innovation.