1946 – 1965 THE BRAND IS BORN

1946 – 1965 THE BRAND IS BORN

In 1946, working from premises in St John Street in London’s Clerkenwell district, Asher and Rebecca Loftus established Accurist with the intention of creating a brand name of lasting value. Like much of the competition at that time, Accurist watches were made entirely from Swiss components; a positive sales point that guaranteed quality, and which

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1965 – 1978 OLD ENGLAND WATCHES

1965 – 1978 OLD ENGLAND WATCHES

At this time a watch was still seen to be a ‘once in a lifetime’ purchase – Accurist set out to change this by introducing fashion into watches. Richard Loftus, fresh out of university, created a range of watches that was to revolutionise the watch market worldwide. Soon Accurist’s Old England watches were seen on

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1978 – 1986 ACCUR-ANKLE, ACCUR-WRIST

1978 – 1986 ACCUR-ANKLE, ACCUR-WRIST

The seventies saw the introduction of the digital quartz movement and as the technology developed from L.E.D to L.C.D it was Accurist’s digital quartz watch which was chosen as the official watch for the pilots of the newly launched Concorde aircraft. Brand awareness remained an important factor in the success of the Accurist product range

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1986 – 1993 THE NATION’S TIMEKEEPER

1986 – 1993 THE NATION’S TIMEKEEPER

In 1983 after two years of careful research and planning Andrew Loftus, applying all the principles on which his parents had established the business, switched the manufacturing base from Switzerland to Japan and in the following three years Accurist’s UK business increased by over 500%. Flushed with the success of the new collection, Accurist achieved

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1993 – 1997 GREENWICH MEAN TIME

1993 – 1997 GREENWICH MEAN TIME

In 1993 Accurist had become the UK’s largest brand in value terms and now set its sights on the international market. Again it was creative and opportunistic marketing that provided the platform for its most ambitious project to date. The Royal Observatory at Greenwich, home of Greenwich Mean Time and The International Meridian Line was

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1997 – 1999 MILLENNIUM COUNTDOWN CLOCK

1997 – 1999 MILLENNIUM COUNTDOWN CLOCK

In April 1997, Accurist started the official countdown to the Millennium by providing the Old Royal Observatory at Greenwich with a satellite controlled clock accurate to within 1/10,000,000th of a second to countdown the last 1,000 days of the 20th century. In 1884 at the International conference in Washington, the meridian line at Greenwich was

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1999 – 2000 ACCU2 WATCHES

1999 – 2000 ACCU2 WATCHES

1999 saw the launch of Accurist’s youth orientated accu.2 range, backed by a high impact advertising campaign “no ordinary old timer”, success was instantaneous and the collection was sold in over 1,500 outlets across the UK. Innovative product design and strong advertising campaigns (including “sec’s machine” and “two-timer”), ensured that accu.2 remained at the forefront

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2000 – 2006 ACCURIST CELEBRATES THE MILLENNIUM

2000 – 2006 ACCURIST CELEBRATES THE MILLENNIUM

January 1st 2000 saw the Accurist brand name displayed across television screens and newspapers worldwide as cameras from across the globe focussed on the meridian line and on it the prominently placed Accurist millennium countdown clock at Greenwich, to usher in the new millennium. In 2001 Accurist’s commitment and dedication to service was acknowledged by

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2006 – 2008 ENGLAND FOOTBALL TEAM

2006 – 2008 ENGLAND FOOTBALL TEAM

In September 2005 to capitalise on its expertise in the UK market, Accurist set up a new division to distribute other brands in the UK. 2006 saw Accurist become the first brand to be co-featured in the English football team’s advertising campaign. From January 1st 2007 Accurist started to distribute Versace watches and Jewellery.

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2008 – 2014 BRITISH REAL TIME

2008 – 2014 BRITISH REAL TIME

In 2008 Accurist launched ‘British Real Time’ with faces and voices from across the United Kingdom. Accurist’s research showed that the relationship to time and how we access it had changed. We focus more on what we do with our time rather than being dictated to by the constraints of time. British Real Time.com was

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2014 – 2017 ESSENTIAL WRIST ATTIRE

2014 – 2017 ESSENTIAL WRIST ATTIRE

2014 was an exciting year for Accurist with the implementation of a brand refresh, following the acquisition from Time Products Ltd, owned by Marcus Margulies. For 70 years Accurist had been crafting watches that are full of British design, style and represent exceptional value for money. This ethos had never changed but the world around

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2017 – 2020 DISCOVER YOUR STYLE

2017 – 2020 DISCOVER YOUR STYLE

Spring 2018 saw the launch of the Accurist ‘Signature’ collection –  a premium range that offered classic watches of exceptional quality, value and luxurious design features for the discerning. The timepieces were beautifully packaged to create a lasting impression of the truly British watch brand.   Keeping the brand relevant and relatable had always been Accurist’s

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