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 undergoing major renovation. Accurist seized on this opportunity and became the first and only watch company to be formally associated with the Observatory, providing them with the new Atomic Clock, which officially records the time for the world. In 1995 to celebrate this association with Greenwich Mean Time, the “Greenwich Commemorative Collection” was launched in over 20 countries.