Brand driving awareness with new retail spaces and advertising.
Bulova UK has launched its watch collections into Time²’s concessions within Selfridges’ retail stores, launching with the Manchester and Birmingham stores and now open the flagship Selfridges store on London’s Oxford Street.
The unveiling of Bulova in Time²‘s London Selfridges branch has coincided with the anticipated refit of the brands fashion watch room.
Bulova is one of only a select few brands to have been allocated two counters in-store. It has taken advantage of the opportunity by creating a bespoke display to promote its technologically-driven Precisionist brand, said to be the world’s most accurate watch with a continuously sweeping second hand.
The Precisionist display has been merchandised with bespoke communication plaques and showcards along with the Precisionist display clock, which visually represents the continuously sweeping second hand of the timepieces.
Gordon Dickens of Bulova UK said: “We are delighted to be launching our brand in Time² at Selfridges. We have earned a unique and fantastic opportunity to showcase all that is different about Bulova in one of the best shopping environments in the world – alongside some of the other top watch brands”.
Keira Payne-Gibbs, fashion watch buyer for Time² said that Bulova had been chosen by Time² because of the memories that the collection has left her with, having first sold the brand as a teenager, working in a Kent jewellers.
"I’ve been in the watch industry since I was 16, working in a small jewellers in Sevenoaks, Kent dealing with old watches. One of the first watches I remember seeing was a Bulova Accutron. I was fascinated by the whole concept of a watch with a tuning fork, and remember even then how cool that watch looked.
“Fast forward nearly 18 years and [at] Baselworld 2011 Bulova invited me to their stand. My inner watch geek was intrigued to see if that Accutron watch still looked as cool as it did back then, and I wasn’t disappointed.”
Payne-Gibbs says that Bulova’s extensive history was enough to keep her interested in the brand. “I was excited at the thought of Bulova re-launching in the UK. Bulova had outlined an impressive UK marketing campaign, and the price point of the range proposal filled a niche in my product mix by offering great value and well-made product in these challenging times when the consumer is looking to get the best for their money."
Liam McAllister, Bulova UK’s product marketing manager says that the move into Selfridges with Time² is part of a nationwide consumer communication campaign that will see the brand utilise outdoor advertising such as London black cabs as well as placement on London’s undergound.
“We will be supporting our launch at Time² with both print and outdoor advertising. The Manchester and Birmingham branches will be supported by RAM Vision TV screens and 6-sheets whilst the London Oxford Street store stands to benefit from our London underground and taxi advertising throughout November and December”.