Marketing Done Right: Accutron
Businesses want to create something that lasts. A true success story is one of strong legacies and big impact. Bulova epitomizes this legacy with its influential Accutron watch–a watch that became a cornerstone of culture, science, and design.
Bulova developed Accutron, the world’s first fully-electronic wristwatch, in 1960. They infused powerful marketing into the product’s name; Accutron represents the slogan “Accuracy Through Electronics.” Accutron gained popularity and Bulova launched new models, one of which was the Accutron Spaceview.
The Spaceview capitalized on the popularity of the window model, which created a transparent window through which people could see the inner workings of the watch. This model became so popular that conversions were made to existing watch dials in an effort to better display the gears and pieces within the watch.
Several influential figures were photographed with Accutron watches, showing how powerful celebrity marketing is. Notable endorsements came from Joe DiMaggio, Paul Newman, and Elvis Presley. Their influence lasted decades; in 2013, DiMaggio’s Accutron sold at an auction for $20,625, revealing the powerful impact the watch continues to have.
Accutron inspired other organizations as well. It became the watch of choice among NASA, the CIA, and the US Air Force. Prized for its accuracy, it played key roles in NASA’s moon missions. These watches were particularly well-suited for high speed flight because they could operate at high temperatures, were resistant to disturbances, and maintained extreme precision.
Astronauts were not the only ones to incorporate Accutron in their line of work. Architects also drew inspiration from the Spaceview models. Designers created transparent buildings, allowing people to see the inner structural workings of the building. The Pompidou Centre in Paris is one example of these buildings and won the 2007 Pritzker Architecture Prize for its unique style.
Nike is another business that incorporated elements of Accutron into its products. Tinker Hatfield visited the Pompidou Centre and used it as his muse in designing the Air Max 1 sneaker, which was a visible air pocket in homage to both the Parisian building and Accutron. Now, the Air Max 1 and its successors are some of the most well-loved sneakers in the world. These iconic shoes led to powerful marketing campaigns in which Nike collaborated with celebrities and other brands.
Accutron stands as a powerful example of a successful business and striking marketing. It also reveals how marketing can transcend brands, with one product influencing countless others. Finding ways to innovate, tap into the desires of your audience, and incorporate collaborations into marketing can bring a business to the next level and solidify its legacy on the broader culture.
Businesses want to create something that lasts. A true success story is one of strong legacies and big impact. Bulova epitomizes this legacy with its influential Accutron watch
