Accurist
Encyclopedia
Accurist Watches Ltd is a traditional British watch manufacturer, with its headquarters in West Hampstead, London. The company has a reputation of providing high quality watches.
, The Beatles
and The Princess Anne
. This collection was far from traditional, as it was characterised by oversized numerals, bright colours and contemporary designs.
aircraft
.
By 1993, Accurist Watches had become the largest brand in the UK in value terms and started expanding into international markets.
In the 1960s, Accurist Watches sponsored the most popular television show in the UK, Sunday Night at the London Palladium
, providing the company with national exposure.
During the 1970s, John Cleese
starred in a series of television spots, the so called "Accur-ankle, Accu-wrist" advertising campaign, selling watches in various unusual locations. That campaign was voted as one of the world's top ten commercials by US television presenter Johnny Carson
. In December 2009, John Cleese agreed to lend his voice and the same commercial, but with contemporary watches, was re-launched.
Other significant campaigns by Accurist Watches include the "Sec's Machine" and the "Two Timer".
In 2006, Accurist Watches became the first brand in the UK to be co-featured in the English football team's advertising campaign.
In 1998 Accurist launched its innovative 'Put some weight on' campaign to promote its range of solid silver watches. The campaign set about highlighting the fashion industry vogue of using unnaturally thin models, stimulating public debate about the danger of using such images. One particularly arresting image of an ultra-thin model with the caption 'Put some weight on' succeeded in drawing public attention to the issue, drawing comment from women's groups, medical organisations and the Advertising Standards Authority
(ASA).
In 2010, the company promoted the Charmed by Accurist collection, using print and television advertisements. The print advertisements were included in various magazines such as Grazia
and Marie Claire
. The television campaign was shown on Living TV and on 500 screens of 50 UK shopping centres. The idea behind these advertisements was show that women can use different beads using the same watch and totally change the way it looks. The campaign started running in September 2010, but in November and December of the same year, the appearances were much more frequent.
In March 1986, Accurist Watches became the first organisation to sponsor the BT Speaking Clock which received 30 million calls per year. The recorded greeting changed to “At the third stroke, the time sponsored by Accurist, will be…”. Brian Cobby, was chosen to lend his voice during the sponsorship years and he was the first male to be recorded for this service. The company used the slogan “Accurist- the standard by which all watches are set”, supporting their credibility and quality. Accurist Watches decided to cease the sponsorship in August 2008, due to the change in the way people read and keep the time. They announced the launch of the British Real Time website
In 1986, Accurist Watches was awarded by the National Association of Goldsmiths the first ever “Award of Excellence”, in recognition of their contribution and influence in the UK watch market.
In 1997 Accurist Watches won the “Volume watch brand of the year” Award and in 2001 they gained the “Client Service” Award at the UK Jewellery Awards, for their commitment and continuous support to their customers.
Establishment
In 1947, Asher Loftus and his wife, Rebecca, founded Accurist Watches, in Clerkenwell, London. They felt that there was a gap in the UK watch market, for a brand that combined Swiss made quality parts, with a distinctive style and competitive prices, and at the same time providing longer guarantees. To achieve that, in 1968 they opened a Swiss office in La Chaux de Fonds, in order to manage the manufacturing more closely.Innovation and Old England
Accurist Watches was one of the first manufacturers that introduced fashion into the watch industry. In 1967, Asher’s Loftus brother, Richard, launched the Old England collection, which were soon worn by celebrities such as TwiggyTwiggy
Lesley Lawson née Hornby known as Twiggy is an English model, actress, and singer. In the early-1960s she became a prominent British teenage model of swinging sixties London with others such as Penelope Tree....
, The Beatles
The Beatles
The Beatles were an English rock band, active throughout the 1960s and one of the most commercially successful and critically acclaimed acts in the history of popular music. Formed in Liverpool, by 1962 the group consisted of John Lennon , Paul McCartney , George Harrison and Ringo Starr...
and The Princess Anne
Anne, Princess Royal
Princess Anne, Princess Royal , is the only daughter of Elizabeth II and Prince Philip, Duke of Edinburgh...
. This collection was far from traditional, as it was characterised by oversized numerals, bright colours and contemporary designs.
Digital Quartz Technology
In early 1970s, after the invention of digital quartz technology, Accurist Watches introduced a collection using the digital quartz movement. This range was so cutting-edge at that period that became the official watch for the pilots of the newly launched ConcordeConcorde
Aérospatiale-BAC Concorde was a turbojet-powered supersonic passenger airliner, a supersonic transport . It was a product of an Anglo-French government treaty, combining the manufacturing efforts of Aérospatiale and the British Aircraft Corporation...
aircraft
.
Growth
In 1983, the company decided to move its manufacturing from Switzerland to Japan, in order to take advantage of their cutting edge technology which was booming at that time. It proved to be a strategic move, as after that Accurist Watches enjoyed a 500% increase in their UK business.By 1993, Accurist Watches had become the largest brand in the UK in value terms and started expanding into international markets.
Accu.2 Collection
Just before the new millennium, in 1999, Accurist Watches launched their Accu.2 Collection, targeting mainly younger consumers. Strongly advertised by the "No ordinary old timer" campaign, the collection became soon one of the most successful ranges of the company, stocked in more than 1500 shops and retail outlets across the UK.Distribution of other brands
Accurist Watches is responsible for the UK distribution of various brands. Since 2007, the company is the official UK distributor for Versace WatchesAdvertising and sponsorship
Advertising and sponsorship has always been an important part of the Accurist Watches marketing strategy.In the 1960s, Accurist Watches sponsored the most popular television show in the UK, Sunday Night at the London Palladium
Sunday Night at the London Palladium
Sunday Night at the London Palladium is a British television variety show produced by ATV for the ITV network, originally running from 1955 to 1967, with a brief revival in 1973 and 1974...
, providing the company with national exposure.
During the 1970s, John Cleese
John Cleese
John Marwood Cleese is an English actor, comedian, writer, and film producer. He achieved success at the Edinburgh Festival Fringe and as a scriptwriter and performer on The Frost Report...
starred in a series of television spots, the so called "Accur-ankle, Accu-wrist" advertising campaign, selling watches in various unusual locations. That campaign was voted as one of the world's top ten commercials by US television presenter Johnny Carson
Johnny Carson
John William "Johnny" Carson was an American television host and comedian, known as host of The Tonight Show Starring Johnny Carson for 30 years . Carson received six Emmy Awards including the Governor Award and a 1985 Peabody Award; he was inducted into the Television Academy Hall of Fame in 1987...
. In December 2009, John Cleese agreed to lend his voice and the same commercial, but with contemporary watches, was re-launched.
Other significant campaigns by Accurist Watches include the "Sec's Machine" and the "Two Timer".
In 2006, Accurist Watches became the first brand in the UK to be co-featured in the English football team's advertising campaign.
In 1998 Accurist launched its innovative 'Put some weight on' campaign to promote its range of solid silver watches. The campaign set about highlighting the fashion industry vogue of using unnaturally thin models, stimulating public debate about the danger of using such images. One particularly arresting image of an ultra-thin model with the caption 'Put some weight on' succeeded in drawing public attention to the issue, drawing comment from women's groups, medical organisations and the Advertising Standards Authority
Advertising Standards Authority
Advertising Standards Authority may refer to:*Advertising Standards Bureau *Advertising Standards Authority *Advertising Standards Authority *Advertising Standards Authority...
(ASA).
In 2010, the company promoted the Charmed by Accurist collection, using print and television advertisements. The print advertisements were included in various magazines such as Grazia
Grazia
Grazia is an Italian weekly women's fashion and celebrity gossip magazine, with international editions printed in France, Serbia, Australia, United Kingdom, Greece, Portugal, Japan, the Netherlands, India, Bulgaria and Germany....
and Marie Claire
Marie Claire
Marie Claire is a monthly women's magazine first published in France but also distributed in other countries with editions specific to them and in their languages. While each country shares its own special voice with its audience, the United States edition focuses on women around the world and...
. The television campaign was shown on Living TV and on 500 screens of 50 UK shopping centres. The idea behind these advertisements was show that women can use different beads using the same watch and totally change the way it looks. The campaign started running in September 2010, but in November and December of the same year, the appearances were much more frequent.
The Speaking Clock
The Speaking Clock arrived in the UK on the 24th July 1936, 9 years after it was first introduced in the USA. Callers were greeted with the phrase “At the third stroke the time will be…”. The service had received 13 million calls by the end of its first yearIn March 1986, Accurist Watches became the first organisation to sponsor the BT Speaking Clock which received 30 million calls per year. The recorded greeting changed to “At the third stroke, the time sponsored by Accurist, will be…”. Brian Cobby, was chosen to lend his voice during the sponsorship years and he was the first male to be recorded for this service. The company used the slogan “Accurist- the standard by which all watches are set”, supporting their credibility and quality. Accurist Watches decided to cease the sponsorship in August 2008, due to the change in the way people read and keep the time. They announced the launch of the British Real Time website
British Real Time
In autumn 2008, after Accurist Watches decided to end its sponsorship to the Speaking Clock, they launched the “British Real Time” website. This website is Accurist’s online version of the Speaking Clock using video clips British people speaking the time More than 13.000 video clips were recordedRoyal Observatory, Millennium Countdown and the Maritime Museum Collection
In 1997, Accurist Watches started sponsoring the Royal Observatory at Greenwich, London, being the first and only brand ever being associated with it Accurist Watches created an Atomic Clock, in order to countdown the last 1000 days to the new Millennium, which was placed on the Meridian and was controlled by 8 satellites, showing the days, hours, minutes seconds, tenths of second and hundredths of seconds until the new Millennium. Accurist Watches was immediately associated with the Royal Observatory and was promoted around the world, as there was a big event at Greenwich to celebrate the new Millennium. Accurist Watches took advantage of this partnership and started using the slogan “Accurist. The standard by which all watches are set” and “Accurist Mean Time”. At the same time, the company launched a range of replica Accurist Millennium Countdown Clocks, in a worldwide scale. In 2003, Accurist Watches strengthened the agreement with Royal Observatory and produced a collection of replica clocks from the National Maritime Museum and the Observatory itself.Awards
The company’s commercial “Accur-ankle,Accu-wrist”, starring John Cleese, was awarded the Palme d'Or Advertising Award in the 1970s.In 1986, Accurist Watches was awarded by the National Association of Goldsmiths the first ever “Award of Excellence”, in recognition of their contribution and influence in the UK watch market.
In 1997 Accurist Watches won the “Volume watch brand of the year” Award and in 2001 they gained the “Client Service” Award at the UK Jewellery Awards, for their commitment and continuous support to their customers.