Bulova Re-Branding to Better Reflect the History of the Tuning Fork Logo
As many may have noticed, Bulova has been in the process of re-branding and removing the tuning fork logo from many of their watches in an effort to emphasize the importance of the tuning fork in the company’s history. Although the tuning fork is just as recognizable as the brand itself, it does not relate to all of the timepieces Bulova produces, and they are going to focus using this icon specifically on the product line it was meant to represent.
“…We recently updated our logo, refreshing our graphics and changing our use of the tuning fork symbol to emphasize its proper place in our history. It will be featured on the dials of our new Accutron II exclusively, and will no longer appear on Bulova or Bulova Accu-Swiss dials…”
Read their full statement here: Bulova Logo Change Statement
Making a minor design adjustment or re-branding of product is not uncommon in the watch industry. However it can leave customers doubting that they are purchasing genuine product. In this case, these changes are legitimate, and are being facilitated by Bulova. As Princeton Watches is an authorized dealer for every brand we sell, including Bulova, you can rest assured that you will receive a brand new, manufacturer direct product with a full manufacturer warranty.
We are currently in the process of updating our images to reflect the changes, however because Bulova has not completed the update, some watches may still have the tuning fork logo while others will not as stock levels change. They are also making some changes to the Marine Star collection as well. At this time, there is no way to guarantee you will be receiving a watch with or without the tuning fork logo and apologize for any confusion or inconvenience this may cause. If you have any questions about the change, or want to confirm that the timepiece you purchased is genuine, you can contact Bulova’s Customer Service at 1-800-228-5682.
I hate the new Bulova logo. It looks like they should be selling womens’ cosmetics instead of watches. The little half-dash through the ‘A’ is a silly affect. What’s that supposed to mean? Anyway, the logo should have gone more 1960s, especially since they are trying to associate with Mad Men. The logo looks like it belongs on shampoo bottle.
I couldn’t agree you you more. The new logo is lame.
Was just researching my 40 year old birthday present from my wife. A 1976 Bulova Quartz red led with a Bulova bracelet by DUCHESS 23MM (8MM END)~10K RGP SS~WATCH BAND BRACELET Bearing the Bulova signature tuning fork logo.
And I “tripped” over this.
Outragous!!! My sister was an executive secretary at Bulova HQ. Not only that, she was Secretary to Board member General (FIVE STAR) Omar Bradly. He’s turning over in his grave and my sister is furious as am I. The idiots trying to justify their positions have taken over corporate America.
My father would always say if it isn’t broken why fix it so who made this new idea up with out consulting the general public is be on me !!!!
Worst idea ever! I collect Bulova watches and their logo is one of the most recognizable in the industry. I am afraid that I will only buy the watches with the logo and if it means buying used classics…that’s what I will do.
Boooo Bulova you have listened to the wrong advice.
same here i won,t buy a BULOVA with the new logo, leave well alone,
I am an exclusive Bulova watch wearer. The tuning fork is iconic. It is a symbol that you imediately think Bulova, like the bow tie and Chevrolet. What were you thinking?
I am not happy with this at all. Bulova, the tuning fork, perfect. It sounds and looks classy and it draws me to the product. I cant think of a single customer that will be happy about this. Accutron, just the name alone is kind of generic. I don’t know but I’m certainly not happy now.
maybe I am thinking of armitron.
I am not happy either with this change. It is like a Rolex without the crown logo,a mercedes benz without the logo and so on,,,Its like to remove the mustache from a cat or to cut samson hair.
Agree fully removing the tuning fork is a huge mistake. Keeping the Fork on the high end models will do nothing to improve sales but removing it from the lower end models will be a detriment to their low end sales. I just purchased a 96C113 and when received it had no fork and just ruined the entire look. I returned it and blasted the store online for selling a fake. This is a mistake. I would like that watch but not without the fork, and I would not buy a Bulova that did not have it its iconic
When you are already on top like Bulova, YOU DO NOT CHANGE YOUR LOGO!!!!! This was uncalled for to say the least! I agree with all these comments. Shame on you guys!
I have owned many Bulova watches over the years, the tuning fork logo made it as distinct as the crown does on Rolex. Recently I bought a Precisionist 98B229 only to have people ask if it is a Bulova knock off since it no longer has the tuning fork logo
This is more Citizen watches lowering the Boluva brand down to thier level.
Worse mistake ever. Hey let’s change the recipe for Coke, that will boost sales.
Dumb.
Worst brand decision ever.
From what I understand; without the forked logo, they can produce the watch movement in Japan (and probably elsewhere) and the bracelet in Hong Kong, so, in theory, you are now buying a fake US watch made in Asia – read their history on Wikapedia – it is a US brand.
Bulova is a U.S. brand; that does not mean their watches are made in the U.S. Bulova watches are generally made in China or Japan depending on the model (you can call Bulova directly to confirm this: 1-800-228-5682). This has nothing to do with the Tuning Fork logo which, although may no longer appear on the dial of certain models, it may still appear on the case back or bracelet of the watch, again depending on the model. They have not “gotten rid of” the tuning fork completely, they are only narrowing down the product it represents. Most watches today, unfortunately are not made in the U.S. even if the brand started in the U.S. Although this may be disappointing, this is the reality. We highly recommend contacting watch companies directly to inquire where their product is made as it can also vary from model to model for some brands. Certain countries also produce superior watch movements, Japan is known for highly accurate and shock resistant movements, while the Swiss have very high standards, and by law must meet certain guidelines before being labeled “Swiss Movement” or “Swiss Made”.
I like the new look. granted I do like the tuning fork and would not remove it. I feel my percussionist looks balanced better with the new logo and it still has the tuning fork on the band
Horrible change, love the tuning fork. Now they look lame, boring and without personality, what a shame.
Stupid mistake somebody has his head to deep where the sun does not shine. I was looking at a 96b104 but I’m passing because now it looks like any other watch.
Hello Everyone,
I think the Bulova Tuning fork looks great too. For Christmas I received a Bulova Precisionist
96b175 with Tuning Fork. The watch looks astounding but I realized it was too big for me.
The watch is in unworn condition with its original price tags and box. It has now stopped running and needs a battery replacement. The plastic is still on the bezel.
The added watch links have not been removed.
It is truly mint…. probably the last one with the tuning fork. If anyone would like to purchase this watch it is for sale please leave a reply.
Thank you,
Michael
What’s the problem with the new logo scheme? Historically, the tuning fork logo was not associated with Bulova branded watches. When Bulova released the Accutron brand, the logo was unique to Accutron, not the rest of the Bulova line. The question should be why did they ever associate the tuning fork to the other Bulova watches in the first place…no relevance!
I bought a Boliva and the tuning fork is on the back. But the illumuination don’t work at nite .And I work at night. Watch sucks.
And it looses time.
I purchased a Bulova watch online. It was pictured as having the Bulova tuning fork logo at the 12 mark but the watch I received did not have it. I immediately returned the watch for full refund postage paid by seller. It was falsely represented to me. Terrible decision by Bulova. I’m sure, just as everywhere else nowadays, some new young liberally educated idiots calling the marketing shots there.
Hello! Yes, unfortunately Bulova did not provide updated images for the changes in the logo on the dial and this has caused us some issues and disappointed customers as well. Although the watches are authentic, it has still caused some confusion.
Just bought a marine star bulova as a gift for my husband on Amazon which had the old logo. That is why I bought it . Looked all over for the watch that my husband loves with the old logo. Am VERY disappointed that Amazon showed the old logo but sent me a new watch without it . Will have to see next week when I give my husband his gift whether my husband still want to keep the watch . False advertising on Amazon .. not becoming .
I must say it was hard to find your website in search results.
You write awesome content but you should rank your blog higher in search engines.
If you don’t know how to do it search on youtube:
how to rank a website Marcel’s way
I think Bulova should reintroduce their ORIGINAL Accutron at an affordable price. They reengineered one for the 50th Anniversary but it was $4000 and a limited quantity thing the Alpha reissues though were cool reintroductions of old meets new weren’t the same . It’s a 70 year old design and I’m confident Bulova can easily pull it off. Doing that would certainly put them back on the map as ” Highly Regarded” .
I like Bulovas . I own 4 of them . I’d love to see them be successful.