In watchmaking, heritage is often measured in decades—or centuries. But occasionally, a brand’s history is defined not just by the watches it produces, but by the people it helps along the way. That is certainly the case with Bulova, a company that has long understood that timekeeping can also be about opportunity, education and purpose.

Founded in New York in 1875 by Joseph Bulova, the brand quickly became part of the American cultural landscape. It pioneered modern advertising—becoming the first company to broadcast a commercial on radio and later airing the world’s first television advertisement. Over the decades, Bulova has also supported the arts, from music and film to broader cultural storytelling. Just as importantly, the company has consistently invested in the craft of watchmaking itself.

That commitment was crystallized in 1945, when Joseph Bulova’s son, Arde Bulova, established the Bulova Watchmaking School in New York. Created in the aftermath of World War II, the school had a clear and noble mission: to train disabled veterans in the highly skilled art of watchmaking, giving them both a career path and a renewed sense of purpose.

The school operated for decades and became an important chapter in American horological history. More than 40 years ago, when I first entered the watch industry, I had the opportunity to visit the site where the Bulova Watchmaking School once operated. By that time the school had already closed and the building was in transition—eventually becoming a church, which it remains today. Even so, standing there it was impossible not to reflect on the lives that had passed through those classrooms, where veterans learned the intricate discipline of watchmaking and began entirely new careers.

The Veteran Watchmaker’s Initiative and Bulova

Today, that same spirit lives on through the Veteran Watchmaker’s Initiative (VWI), a Delaware-based school founded in 2017 by retired police officer and master watchmaker Sam Cannan. Much like the Bulova school before it, the program is dedicated to teaching the craft of watchmaking to U.S. military veterans, offering them the opportunity to build a meaningful profession after service.

Bulova has been a supporter of the initiative since its earliest days. The brand became a founding sponsor of the program, donating watch components, tools and modern equipment to the school so students can learn using professional-grade materials. It also designated the VWI as an authorized service center for the brand, giving graduates a direct connection to real-world watchmaking work.

Bulova’s WVI Documentary Film

Now Bulova is helping bring wider attention to the program through a documentary-style film shot on location at the VWI school. The film highlights both the craft itself and the personal stories of veterans whose lives have been transformed through the training.

“It’s about sharing the personal stories of veterans whose lives have been transformed by the VWI,” says Michael Benavente, Managing Director of Bulova. “The program offers a second chance and a sense of purpose through the craft of watchmaking.”

Using film as a storytelling platform is not new territory for the brand. In fact, Bulova embraced cinematic storytelling for its 150th anniversary celebration in 2025, releasing the documentary America Telling Time: 150 Years of Bulova, which premiered on Amazon’s Prime Video platform.

Bulova Military Chronograph Veteran Watchmaker Initiative Edition Watch

Alongside the new film, the brand has also created a special timepiece to support the initiative: the Military Chronograph Veteran Watchmaker Initiative Edition. Crafted in stainless steel, the 41mm watch features a cushion-shaped case with a coin-edged profile and a khaki green dial with three chronograph subdials and a date display.

Inside beats a high-frequency quartz chronograph movement vibrating at 262 kHz, delivering remarkable precision—accurate to within just a few seconds per year. Retailing for $695, the watch also carries a philanthropic mission: Bulova is donating 10 percent of each sale directly to the VWI to help fund the training and employment of veterans.

While the watch itself is appealing, the real story lies in the continuity of Bulova’s relationship with veterans and watchmaking education. The timepiece—and the film—serve as visible symbols of a commitment that began more than eight decades ago with Arde Bulova’s vision for helping returning soldiers rebuild their lives.

As Benavente notes, Bulova also hopes the initiative will encourage broader awareness of watchmaking as a viable and highly skilled profession. Through its global platform—and special edition watches like this one—the company is helping the public recognize that the centuries-old craft of watchmaking can also offer modern opportunity.

Seen through that lens, Bulova’s support of the Veteran Watchmaker’s Initiative is less about a single watch launch and more about the continuation of a legacy.