Bulova X Stetson collection: The Bison and the Longhorn.
Few watch brands can claim a story as deeply woven into the fabric of American life as Bulova. From its beginnings in New York City in the late 19th century to its role in shaping modern watchmaking and popular culture, the brand has long stood as a symbol of innovation, precision and progress. Now, Bulova turns to another name steeped in Americana—Stetson—to create a collection that celebrates shared heritage, craftsmanship and the enduring spirit of the American West.
Bulova x Stetson Longhorn watch
Timed to Bulova’s 150th anniversary, the new Bulova x Stetson collection brings together two iconic American innovators whose histories have intersected not only culturally, but personally. The Bulova and Stetson families became connected in 1930 through marriage, a bond that ultimately gave rise to the Bulova Stetson Fund, which continues to support education, the arts, accessibility and veterans’ initiatives—extending a philanthropic legacy that began with the Joseph Bulova School of Watchmaking.
Today’s partnership introduces a pair of automatic men’s watches that blend classic watchmaking with unmistakable Western symbolism, resulting in timepieces that feel both rooted in history and relevant today.
Bulova x Stetson Bison watch.
The inaugural launch consists of two 39mm stainless steel automatic watches, each designed as a tribute to iconic symbols of the frontier. Both models feature a silver-tone case topped with a domed sapphire crystal, a refined onion-style crown set with a black onyx cabochon, and a 21-jewel automatic movement visible through an exhibition caseback.
The caseback is printed with the silhouette of a Stetson hat framed by a laurel wreath—an elegant nod to the collaboration. Both models retail for $750.
The first model, The Bison, draws inspiration from one of the most powerful emblems of the American West. A stamped bison medallion dominates the dial, accented with black antiquing and silver-tone hands. Paired with an alligator-grain black leather strap, the watch conveys strength, resilience and understated sophistication.
The Longhorn, part of the new Bulova X Stetson collection, boasts a raised gold-tone head against a Western floral background.
The second, The Longhorn, pays homage to the legendary Texas Longhorn. A gold-tone longhorn skull is set in high relief against an ornate floral-patterned dial reminiscent of traditional Western belt buckles and leather tooling. This dial, with its embossed background, is the quintessential American West motif. A brown Western-style leather strap with matching top stitching completes the look.
As Bulova reflects on 150 years of achievement, the timing feels especially meaningful. The brand, founded in 1875, marked its milestone in a way no other watch company has—by producing a feature-length film chronicling its remarkable history. It is a fitting testament to a brand that has always understood how to tell time—and tell its story—through an unmistakably American lens.
Stetson is another company whose name has been synonymous with America, especially the American West, since 1865 – 10 years before Bulova’s official start. Founded by John B. Stetson, the brand revolutionized headwear with the Boss of the Plains hat, creating a symbol that became inseparable from frontier life, ranching culture and the mythology of the West itself. Much like Bulova, Stetson combined practical innovation with enduring style, outfitting generations of pioneers, workers, performers and presidents alike.
This is a cool collaboration and these first watches deftly capture the essence of both brands. We can’t wait to see where it goes next.
According to Jeffrey Cohen, President of Citizen Watch America, which owns Bulova, “For 150 years, Bulova has been dedicated to technological firsts and designing timepieces that capture the American spirit. We are proud to honor our families’ combined legacy, not just through these exceptional watches, but through the vital work of the Bulova Stetson Fund.”
