The Bulova America Telling Time: 150 Years of Bulova movie is a one-hour documentary.
In 2025, Bulova marks a milestone few American watch brands ever reach: 150 years of uninterrupted history. Founded in New York City in 1875 by Joseph Bulova, the brand has long been woven into the fabric of American culture, industry, and innovation. To honor this landmark anniversary, Bulova chose a path as distinctive as its past—eschewing the traditional commemorative book in favor of a full-length feature documentary released for television. It was a bold move, but one that feels entirely on brand for a company that has always thrived on doing things differently.
Titled America Telling Time: 150 Years of Bulova, the one-hour film traces the evolution of the brand alongside the evolution of America itself. Structured in ten chapters and more than a year in the making, the documentary explores Bulova’s pivotal role not just in watchmaking, but in shaping cultural, technological, and social moments that extend far beyond the wrist.
Bulova shows America Telling Time: 150 Years of Bulova movie
The film moves fluidly through Bulova’s many firsts and forward-thinking initiatives. Among them: the introduction of complete ladies’ wristwatch collections in the early 20th century; early advocacy for equal pay for women; and the establishment of the Joseph Bulova Watchmaking School for veterans—a mission that continues today through the Veterans Watchmaking Initiative. These chapters underscore how deeply Bulova’s values have been tied to progress, education, and opportunity.
Equally compelling is the brand’s influence on American media and popular culture. Bulova famously became the first watch company to advertise on radio, later followed by television. In 1941, it aired what is widely regarded as the first-ever TV commercial, introducing the phrase “America runs on Bulova Time” into the national lexicon. The documentary revisits those watershed moments through rare archival footage, reminding viewers how inseparable Bulova became from the rhythms of daily American life.
Bulova has a rich history with music and even sponsored the Frank Sinatra show for years.
Music also plays a central role in the story. The film highlights Bulova’s long-standing relationship with Frank Sinatra, which began in the 1950s when the brand sponsored his television show. Vintage footage of Sinatra appears alongside imagery of Bulova clocks and marquees from the era, reinforcing the brand’s presence at cultural crossroads. That legacy continues today through the officially authorized Frank Sinatra watch collection, as well as modern partnerships with the Apollo Theater and the Latin Grammys. Appearances by artists such as Marc Anthony and Nile Rodgers bring a contemporary voice to the narrative.
Bulova Rubaiyat Four Seasons Winter watch is crafted in steel with a mosaic mother-of-pearl dial.
Today, Bulova is owned by the Citizen Watch Group, and the film thoughtfully bridges past and present by following the production team to Japan, where Bulova’s modern timepieces are crafted using advanced technologies. At the same time, the brand’s American roots remain firmly planted in New York City. Its headquarters in the Empire State Building—another icon of American ambition—features prominently in the film, reinforcing the sense of continuity between heritage and innovation.
Vintage 1950’s Bulova mechanical watch.
The documentary also brings together a range of voices from across the watch world, including historians, executives, and industry experts. I was honored to be among those invited to participate, sharing my perspective on Bulova’s heritage and its enduring relevance. The experience was especially meaningful as the film crew visited my office, photographing me among my personal watches while I spoke about the brand’s legacy. One particularly special piece I showcased was a vintage Bulova that once belonged to my aunt—a watch I have written about before, and one that perfectly embodies how Bulova timepieces often become deeply personal heirlooms.
Roberta Naas, first female watch journalist in America. Outtake from the Bulova movie.
While the film serves as the centerpiece of the anniversary celebration, Bulova has also spent the year unveiling notable new watches to mark the occasion. From the new Carroll Shelby licensing agreement to additions to the Rubaiyat collection and the 150th anniversary Marine Star, as well as the recent Stetson affiliation, the brand honors historic designs while signaling its forward momentum.
Just 7,500 pieces of the Bulova Shelby Racer Chronograph will be built.
At 150, Bulova is not looking backward—it is telling its story in motion, on screen, and in real time. As it moves confidently into its next chapter, the brand remains, as it always has been, anything but conventional.
