A mm too long and a day too late
As @Aurelian mentioned before, the story of Bulova is a not at all funny comedy featuring a chain of unfortunate bad decisions mixed with an equally bad management of their IP. For example, my Accutron II "Lobster" is a shining example that demonstrate that all that one has to do in order to miss the train is just to decide not to bother going to the station, that's it - no further effort is needed.
I'm not sure when the Lobster was launched, it could be around 2010, give or take a few years. What's pretty obvious is that the trend toward smaller watches didn't reach Bulova yet when they designed the Accutron II because it's an absolutely not retro-size watch, spanning instead 43.5mm.
It's basically the same size as the newer "smaller" Lunar Pilot, which can only be considered small when it's placed alongside it's 45mm predecessor. Unsurprisingly, the Lobster didn't sell very well and was discontinued shortly after. Had Bulova waited a few years and issued it in the same retro 70 style but in a smaller diameter they would have a hit on their hands. But they didn't and now it's too late to do it.
The reason why we will not see a smaller Bulova Accutron III is due to the mismanagement of their IP. The Citizen group to which they belong decided to launch a new brand and transferred the tuning fork logo and the Accutron trade mark to this new and separate company. They were supposed to compete in the higher tier of the market but if I have to base my opinion on the watches shown on WRUW then this is a mega flop since I saw maybe one new Accutron here.
It really boggles the mind when you come to think of it. Bulova has one of the best high accuracy quartz movement there is, one which is basically a set and forget caliber with a sweeping second's hand. For me the decision to prop up Bulova and leverage the sh*t out of its brand name to position them to compete with GS would be an obvious move. For Citizen? Go and try to figure them out because I definitively can't.
I'm a big fan of watches that are interesting because they are either unique, have interesting features, well designed or simply offer a great value for their price.
it's going to be hard to market modern bulova/accutron as upmarket and get buyers to pay full price since they're both pretty heavily discounted at times and you typically don't associate the word luxury with either in this current time
yours is a beauty btw
it's going to be hard to market modern bulova/accutron as upmarket and get buyers to pay full price since they're both pretty heavily discounted at times and you typically don't associate the word luxury with either in this current time
I thought that that's why they separated the Accutron brand from Bulova. To move upmarket. They somehow can't produce a "hit" watch though.
I thought that that's why they separated the Accutron brand from Bulova. To move upmarket. They somehow can't produce a "hit" watch though.
there's also the issues of pricing, size and making that "it" watch. accutron pricing isn't horrific, but still a chunk of cash. the sizes are way too large. there hasn't been an iconic modern accutron
I thought that that's why they separated the Accutron brand from Bulova. To move upmarket. They somehow can't produce a "hit" watch though.
And that's where it all turned wrong for them. In trying to diversify they managed to lose a strategic asset for Bulova while gaining no traction whatsoever with their newer brand.
it's going to be hard to market modern bulova/accutron as upmarket and get buyers to pay full price since they're both pretty heavily discounted at times and you typically don't associate the word luxury with either in this current time
I'll argue that it's even going to get harder as long as Citizen will continue to bumble with both.
What a frustrating brand.
So, rather than try to move Accutron up-market, to a place where the name was never associated, Bulova already owns a brand name more associated with luxury. Go back and look at the Accutron models of the 60's and 70's, they emphasized their accuracy, not their exclusiveness. They were the tool watches for office workers who valued precision at a reasonable price. In the 1970's Bulova also used the name Accu-Quartz.
Instead of letting Wittnauer languish as a drop ship fashion brand, Citizen should re-launch it as the higher end offering. But instead, Citizen just feeds us overlarge Luner Pilots and Devil Divers and novelty Accutrons.
I have one of these in blue and orange, regretfully it stopped working. 😢
I thought that that's why they separated the Accutron brand from Bulova. To move upmarket. They somehow can't produce a "hit" watch though.
I tried a modern accutron, i would pay under msrp for one but not msrp