Bulova Watches
Reigniting legacy for a modern era.
Bulova has a rich history dating back 146 years, built on a "History of Firsts" and a reputation for ingenuity. The challenge was to honor this legacy and appeal to a new, diverse audience, without alienating loyal customers or trying too hard. How could we bridge the gap between this heritage and contemporary relevance?
The Challenge
Boldness is an attitude and a state of mind, not just a historical achievement or a physical characteristic. It’s about knowing where you come from, to have the courage to take a new step forward.
The Insight
Bold at Heart is the brand platform we created to express this story, embodied by the attitude of every Bulova wearer. It’s about knowing where you come from, to have the courage to take a new step forward. From brand film to print, the campaign debuted a new take on a classic.
We brought Bold at Heart to life across every touchpoint, including a powerful TV spot. From retail environments to robust brand guidelines, we ensured Bulova's legacy resonated with modern relevance.
The Solution
The Results
The campaign was a platform for new and deepened collaborations that embody the "Bold at Heart" ethos—like the Bulova x Marc Anthony collection and campaign, which launched in conjunction with the "Bold at Heart" messaging, and the Bulova “BOLD Women Series" featuring inspiring women—how a concerted effort to engage audiences with compelling narratives that go beyond just product features.