Discover Bulova’s Century-Plus Commitment To Women: It Was Way Ahead Of Its Time

Founded more than 150 years ago in America by Joseph Bulova, the Bulova name has long been synonymous with American culture and growth. Celebrated for its innovations across watchmaking, including many firsts in the marketing realm of timepieces, as well, one of its most remarkable—and often overlooked—legacies lies in its commitment to women. For more than a century, the company has treated women’s watches not as an afterthought, but as a cornerstone of the brand.

That commitment becomes obvious when you look across today’s collection. From jewelry watches that could easily double as bracelets, to vintage-inspired designs rooted in the company’s archives, elegant everyday pieces, contemporary fashion-forward styles and even watches inspired by today’s Western lifestyle, Bulova has created a remarkably diverse universe for women.

As I recently spent time reviewing Bulova’s newest women’s watches, I found myself reflecting on one of  the richest women’s stories in watchmaking. The extraordinary breadth of the collection – not just in styles or lifestyle directions, but also in prices – made me realize that today’s vast scope is the natural result of  the company’s century-plus dedication to women.

Perhaps that’s one reason the brand has always resonated with me. As America’s first female watch editor, I’ve long appreciated companies that recognize the strength, style and influence of women—not simply as customers, but as an important part of their identity. Bulova has done exactly that for generations.

Bulova: Designing For Women Since The Beginning

Long before the industry seriously considered women as dedicated watch buyers, Bulova was already designing expressly for them. Its 20^th century pocket watches, pendant and ring watches were totally in vogue, but at the turn of the 20^th century when wristwatches came to the forefront, the brand embraced them wholeheartedly.

 In 1917, Bulova introduced the Rubaiyat, one of America’s earliest ladies’ wristwatch collections. Named after the writings of12th century Persian poet Omar Khayyam, the Rubaiyat was a sophisticated bracelet watch that mimed the pendant watches of the era, with a crown at 12:00 instead of 3:00—a design detail that still distinguishes the collection today.

It wasn’t long after that the brand introduced what is widely regarded as the industry’s first complete line of jeweled wristwatches created exclusively for women. At a time when much of the industry barely acknowledged women as serious watch buyers, Bulova had already made them central to its vision.

When aviation pioneer Amelia Earhart became the first woman to fly solo across the Atlantic in 1928, Bulova honored her with the Lady Lindy watch—a reminder that the company wasn’t just making watches for women, it was celebrating women who were redefining what was possible.

What is really interesting is that Bulova wasn’t just designing for women; it was speaking to them. During the 1920s, its advertising introduced the “Goddess of Time,” a graceful Art Deco-inspired figure who became so recognizable she occasionally replaced the Bulova name itself in advertisements. It was a remarkably progressive image for its time and one that quietly reinforced the company’s belief  that women were integral to the brand’s identity.

That philosophy also led to one of the brand’s more intriguing stories. Long before luxury fashion houses routinely partnered with watch companies, Bulova entered into a collaboration with Christian Dior. Beginning in 1968, the American watch brand and Parisian couture house created elegant watches that married craftsmanship and high style.  Solid 14-karat gold cases with iridescent enamel dials emerged, often with geometric patterns on the dial, or, later, with diamonds on the bezels.

Today those vintage Dior-Bulova creations have become increasingly collectible, not simply because of the Dior signature, but because they represented one of the earliest moments when watchmaking and couture  genuinely came together.

Bulova’s Modern Collection Based on Legacy

While that collaboration ended decades ago, Bulova took the concept of luxurious looks to new heights – embracing not only style, but also the fact that women live multiple lifestyles and moments. That is why the brand’s women’s collection today, influenced by the past but visionary in design, is so extensive. Its heritage continues naturally rather than nostalgically.

Bulova deftly brings back ring watches, tiny sized wrist watches, daily wear designs, and even sports watches with a modern flair. Rather than asking women to fit into a single design language, Bulova seems intent on meeting them wherever their lives—and their wardrobes—take them

The new Goddess of Time family also blends petite jewelry looks with watches that can easily be stacked. The Sophia and the Jackie both are vintage inspired, with the Sophia drawing inspiration from a beloved early 1990’s Bulova model. Offered in stainless steel, gold tone or two-tone, each with a diamond at  12:00, the cushion-cornered square watch cases measure 15mm in diameter and are set with multi-row link bracelets. The Jackie updates one of the brand’s most successful mini-watch silhouettes: a softly curved six-sided case with cushioned bezel and single top and bottom lug that attaches to slim three-row tapered bracelet or strap.  Both acknowledge the past without being confined by it.

Similarly, the new Harmony, part of the Marc Anthony Collection, blurs the line between jewelry and watchmaking with petite rectangular watches with integrated bracelets. The look of the tank-shaped 14mm watch case and the geometric bracelet offers cutting-edge style while the mother-of-earl dials offer timeless elegance.

Another new series, the Ladies Classic Crystal Jewelry watches are a daring interpretation of Art Deco inspiration. The sharply angled hexagonal case – completely  set with Austrian crystals – is offset by a crystal-set single row tennis bracelet. The watches are sold with an accompanying tennis bracelet perfect for today’s prolific stacking trend.

Remaing true to its diversity directive, Bulova’s Ladies Western Sutton watches (that complement the Sutton bracelet line) embrace stitched leather straps with decorative patterns on them that recall stitching on the finest cowboy boots, colorful mother-of-pearl dials and relaxed styling for women whose tastes extend well beyond traditional dress watches.

A long look at the Bulova women’s watches of today demonstrates that the brand continues the philosophy it established more than 100 years ago with the first women’s watches: offer meaningful choices, thoughtful design and watches in tune with current lifestyles and culture. Better yet: their prices are amazingly attainable.