Bulova Premieres ‘America Telling Time’ Documentary to Kick Off 150th Anniversary Celebration

 

In a grand celebration of its storied history, Bulova premiered America Telling Time: 150 Years of Bulova at the renowned Paley Center for Media in New York City last week. As the brand prepares to mark its 150th anniversary next year, Bulova chose to commemorate this milestone with a 10-chapter documentary film rather than the typical celebratory book. The film highlights the brand’s numerous pioneering moments and innovations, both in watchmaking and in shaping cultural and technological landscapes.

The documentary, which took over a year and a half to complete, delves into key milestones from Bulova’s long and influential history. Among these are its early involvement in space missions, its groundbreaking introduction of a complete ladies’ wristwatch collection in the 1920s, and its advocacy for equal rights and pay for women. Bulova’s social impact extends to its founding of the Joseph Bulova Watchmaking School for veterans, a legacy it continues to uphold through support for the Veterans Watchmaking Initiative today.

Bulova’s significant influence on American culture and industry is woven throughout the film. Notably, the brand’s innovative marketing efforts are showcased, including its role as the first watch brand to advertise on radio and television. In 1928, Bulova even introduced the world’s first clock radio. By 1941, it made history again by launching the first-ever TV commercial with its now-iconic slogan, “America runs on Bulova Time.” This combination of pioneering advertising strategies and cutting-edge timepieces established Bulova’s reputation for innovation and cultural relevance.

In just 60 minutes, the film captures a treasure trove of historical moments, complete with archival footage reflecting Bulova’s deep connection to American history. The documentary features clips like the famous Bulova clock presiding over The Beatles’ stage and a black-and-white scene of Frank Sinatra in front of a theater marquee featuring Bulova’s name. Bulova’s relationship with Sinatra, which began in the 1950s when the brand sponsored his TV show, has continued to this day with a Frank Sinatra watch collection authorized by the Frank Sinatra Foundation.

Bulova’s relationship with the music industry remains strong, as the brand continues to collaborate with partners like the Latin Grammys and the Apollo Theater. The film also features appearances by musical legends Marc Anthony and Nile Rodgers, both of whom have longstanding ties with the brand.

Now owned by Citizen Watch Group, Bulova’s modern, technologically advanced watches are crafted in Japan. The film’s production team traveled to Japan to capture these intricate watchmaking processes. At the same time, Bulova retains its American roots, with its headquarters still located in New York’s iconic Empire State Building—an important landmark featured in the film.

This documentary premiere marks the beginning of a series of events in celebration of Bulova’s 150th anniversary, with plans to screen the film in multiple cities in the coming months. Fans can also expect shorter vignettes and historical highlights as part of an ongoing promotional campaign.

In addition to the film, Bulova has launched special commemorative timepieces, including new models in its women’s Rubaiyat collection and the first of its all-new  Lunar Pilot watches.

Directed by Michael Culyba, who is known for his 2022 documentary Keeper of Time, America Telling Time was co-produced by Ippolito Leotta of Freedom View and Venanzio Ciampa. Several Bulova executives also make appearances in the film, reflecting on the brand’s rich history and continued relevance in the world today.

As Bulova prepares to embark on its next 150 years, this documentary serves as a powerful tribute to its enduring legacy and pioneering spirit.