Bulova had a century of great heritage behind it. And as we worked on the new global direction for the brand, the question was what that heritage could mean now. The answer was already there. Watchmaking passed from one generation to the next. The things we inherit and eventually pass on ourselves. That became Bold at Heart.

We built the global rebrand around that idea, with a new visual direction that felt bold without losing the brand's sophistication. A series of ads followed, along with a brand film that brought the story to life.