(PRESS RELEASE) NEW YORK, NY — Bulova, a pioneer in watchmaking since 1875, announces a landmark partnership with Stetson, the global leader in headwear and a symbol of the American frontier spirit. This collaboration brings together two of the nation’s most enduring brands to launch the Bulova x Stetson collection of men’s watches, rooted in a shared family legacy and a commitment to meticulous craftsmanship. The announcement comes as Bulova celebrates its 150th Anniversary in 2025.
A Shared Legacy of American Ingenuity and Philanthropy
While both brands stand as pillars of American industry—Bulova founded in 1875, Stetson in 1865—the connection runs deeper than shared heritage. The Bulova and Stetson families merged in 1930 with the marriage of Louise Bulova and Ira Guilden, who later served as President of the Stetson Hat Company.
This unique familial bond is the foundation of the Bulova Stetson Fund. Following the closure of the Joseph Bulova School of Watchmaking—founded by Ardé Bulova to provide tuition-free training to disabled veterans—the family ensured its spirit lived on. Today, the Bulova Stetson Fund continues this philanthropic mission, supporting education, the arts, accessibility, and veteran initiatives, reflecting the dedication of two families committed to enhancing the lives of others through opportunity and service.
Precision Meets the Frontier: The New Collection
In this pivotal anniversary year for Bulova, celebrating 150 years of innovation, the Bulova x Stetson collection represents the relentless pursuit of progress while honoring a rich American past. The inaugural launch features two 39mm automatic men’s timepieces inspired by the enduring icons of the American West. Both watches feature a classic silver-tone stainless steel case, a domed sapphire crystal, an elegant onion crown with a black onyx cabochon, and a robust 21-jewel automatic movement visible through an exhibition case back printed with the silhouette of a beloved Stetson hat encircled by a laurel wreath.
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The Bison: A Symbol of Resilience Celebrating the resilience and majesty of the wild frontier, the first watch features a bold, stamped American bison medallion prominently centered on the dial, enhanced by black antiquing and striking silver-tone hands. It is paired with an alligator grain black leather strap, creating a sophisticated yet determined aesthetic. (MSRP: $750).
The Longhorn: A Symbol of Strength and Heritage The second timepiece is inspired by the iconic Texas Longhorn, symbolizing strength and the pioneering spirit of the West. The gold-tone Texas Longhorn skull is set in high relief against an ornate floral pattern reminiscent of intricate decoration found on traditional Western wear and belt buckles. This watch is finished with a brown Western-style leather strap, top-stitched with a matching pattern. (MSRP: $750).
“For 150 years, Bulova has been dedicated to technological firsts and designing timepieces that capture the American spirit,” said Jeffrey Cohen, President of Citizen Watch America. “Partnering with Stetson is a natural extension of our shared history and values—a beautiful blend of precision timekeeping and rugged, accessible American style. We are proud to honor our families’ combined legacy, not just through these exceptional watches, but through the vital work of the Bulova Stetson Fund.”
The Bulova x Stetson collection is available starting November 17, 2025 at select retailers and on Bulova.com.
