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 coupled with competitive pricing helped establish a reputation for value.
Accurist became the first watch company to actively promote the 21 JEWEL lever movement and ‘Accurist 21 JEWELS’ became the company slogan, setting a standard in watches that was later followed by much of the competition. In an effort to increase market share and to position Accurist as a national brand in a somewhat conservative marketplace, Accurist broke out of the traditional watch advertising mould by producing a T.V. campaign which was aired regularly on “Sunday Night at the London Palladium”, the most widely viewed television programme of its day.