Accurist Watches News

The Accurist Men’s Chronograph watch MS880B featured in this weeks Daily Express Magazine ‘Must Haves’. Caption reads ‘We’re itching to get our hands on this Accurist 1/100th chronograph’. The Accurist Men’s Chronograph watch MS880B featured in this weeks Daily Express Magazine ‘Must Haves’. Caption reads ‘We’re itching to get our hands on this Accurist 1/100th chronograph’. MS880B

Staff in the Accurist workshop were pleasantly surprised to read in today’s newspapers that the trusty monocles they rely on to accurately assemble watches are back in fashion!

The workshop’s manager, Steve Igary says the team of five is an unlikely bunch of fashionistas but he is pleased that the monocle he has worn every day since he joined Accurist 30 years ago is back in fashion.

“If monocles really are that popular now, maybe I should even consider wearing mine to our Chritmas party!”, Steve said. However, he isn’t holding his breath for the white lab coats the team wears to come into fashion.

Reports have suggested that opticians have been inundated with requests for monocles over the past few months.

Timeless British classics reunite for the first time in 30 years. Accurist launches first ever Tweeting Clock on Twitter

The famous 1978 “Accu-ankle, Accu-wrist!” commercial starring British comedy legend John Cleese will hit our TV screens once again on December 1^st 2009. After a 30 year hiatus, the team at the family-owned British company Accurist Watches has decided to re-release the ad because of its timeless popularity. In addition to this retro return to TV, they have also bucked a trend by launching the first ever Tweeting Clock on Twitter today –www.twitter.com/accuristtime

Introducing the first Tweeting Clock is a natural next step for Accurist. In 1986, Accurist became the first ever, official sponsor of British Telecom’s Speaking Clock. Now it is challenging people to see how long they can last following @accuristtime on Twitter which tweets the time every 5 minutes, 24 hours a day. There will also be a prize for the longest standing follower of @accuristtime!

The soon-to-be-aired commercial remains authentic to the original release, but has been updated to feature new Accurist Watches – best summed up as “Great new watches, same old me”, as John Cleese puts it himself in the new ad.

The commercial is still one of the most memorable TV advertising campaigns of all time and was even featured on the USA’s Johnny Carson show as one of the world’s ten best adverts. In the ad, John Cleese famously “Accu’s” everything from an elbow to thigh of a nonchalant female model feeding swans.

Andrew Loftus, Chief Executive of Accurist commented:

“The continued interest in the ad just goes to show that John Cleese is a timeless British classic. I’ve spoken to people who were fans of the ad 30 years ago and teenagers who have spotted the original ad on YouTube and everyone is very excited that it will be making its return to TV. We think everyone will love our new range of watches featured too!”

Accurist hopes that people who remember the ad from 1978 or are seeing it for the first time will be inspired to “Accu-something” and post their Tweet Pics to www.twitter.com/accuristwatches

Leading British watch manufacturer, Accurist, is set to return to TV screens with its first television advertising campaign in a decade – a re-work of its legendary John Cleese ads.  The re-released iconic advert is part of Accurist’s high impact 2009 Christmas campaign and will be supported with a targeted TV ad spend of more than £1 million, the brand’s largest to date.

Renowned for bucking trends, Accurist is leading the way for other British brands, by returning to TV as part of its dynamic advertising strategy.  This is in stark contrast to the rest of the watch industry, with only 2% of watch advertising currently assigned to television.  Originally released in 1978, the John Cleese “Accur-ankle, Accu-wrist!” commercial is still one of the UK’s most memorable TV advertising campaigns, for which Accurist received an array of accolades, including the Palm d’Or Advertising Award.

Chief Executive of Accurist, Andrew Loftus, comments:

“Accurist has always been a market leader in the watch industry and this year, when some brands might be fearful of advertising, we feel it’s important to remind consumers of the strength of our product and our brand heritage, hence our ambitious Christmas advertising strategy.  Even today, 30 years after its original release, we still have an amazing reaction to the Accurist John Cleese advert.  To celebrate the role of Accurist and John Cleese as British Classics, it makes complete sense to re-release the ad for 2009, to attract new audiences, along with engaging with current fans of the brand.  We’re expecting a fantastic reaction and we’re sure our brand and retail partners will also benefit from such a high-profile campaign.”

The management team of the 63 year-old family-owned company decided to re-release the advert to celebrate the brand’s British Classic heritage and to engage with consumers that might not have seen the ad when it originally launched. The advert is part of a high impact TV campaign from Accurist to create stand-out and secure a considerable share of the all-important Christmas gift-buying market.

The 30 second ad, updated for 2009, will air across ITV, Channel 4 and a number of multi-channel stations, with confirmed high profile slots during X-Factor, Champions League and Coronation Street.  The ad will air throughout December.  Accurist have worked with Moxie Pictures to produce the ad and MGM for Media Buying.  The TV campaign will be supported by a strong POS offering, as part of the brand’s wider Christmas marketing strategy.

Accurist is well known for its attention-grabbing and maverick advertising and marketing campaigns:

• In the 1960s, Accurist sponsored the variety show ‘Sunday Night at the London Palladium’, a form of advertising watch companies had never considered prior to this.  Accurist watches were also worn by celebrities such as Princess Anne, Twiggy and The Beatles, gaining worldwide publicity.
• In the 1970s, Accurist signed an exclusive deal for its watches to be worn by pilots of Concorde.
• In 1986, Accurist achieved a major marketing break through by being appointed as the first ever, official sponsor of British Telecom’s Speaking Clock. Since the original sponsorship agreement, Accurist’s speaking clock received the incredible number of almost 3 billion calls, making this the “greatest sponsorship deal of all time”.
• In 1993, Accurist became the first and only Watch company to be formally associated with The Royal Observatory at Greenwich, home of Greenwich Mean Time and The International Meridian Line.  Accurist provided them with the new Atomic Clock, which officially records the time for the world.

Accurist prompted considerable public debate with its 1998 ‘Put Some Weight On’ campaign, along with its 1999 ‘No Ordinary Old Timer’ adverts, which featured a Transvestite and a heavily tattooed 60 year-old woman, both wearing the stand out watches.

(M2 PressWIRE Via Acquire Media NewsEdge)

Following a country wide search for the "faces of the time", Accurist is delighted today's launch of www.britishrealtime.com, its new and contemporary online version of the Speaking Clock featuring real people from around the UK announcing the precise time.

It is a new clock for a new generation - an online clock that uses the faces and voices of Britain to announce the time in a series of edited video clips. Footage for the British Real Time clock was captured during a tour of the Accurist Booth across Britain earlier this month, with further chances to participate currently being planned.

This launch follows the recent announcement that after 22 years of sponsoring the BT Speaking Clock, British watch maker Accurist has ended what was once described as the greatest sponsorship deal of all time' marking a significant point in the history of timekeeping. Over the years, the Speaking Clock has received some three billion calls, all being told the precise "time sponsored by Accurist".

In keeping with its long-held position as the "Nation's Timekeeper", Accurist has witnessed a change in the way people use, read and keep the time and the company has now given the British public a time keeping service that is current, modern and useful.

Since this family-run company was formed 62 years ago, Accurist has represented the highest level of timekeeping. The British Real Time clock is no exception, being built accurate to one-hundredthof a second, it is time to rely on.

Andrew Loftus, Managing Director of Accurist said:

"Attitudes towards time keeping have changed. No longer do people rely on watches and clocks alone to keep their day on track. The time can now be accessed in any number of ways, from mobile phones to computer monitors. We are particularly proud of our British heritage and we have chosen to express this by working with the British public to create a different, modern approach to time keeping. The Accurist brand is synonymous with perfect timekeeping and we hope that every computer in the country will be logged on to the British Real Time website, synchronizing the everyday life of the nation."

 

About The Accurist British Real Time Project

The Accurist British Real Time Project is the celebration of moments that make up modern British Life.

We want to create a snapshot of Britain, inspiring others to see, do and experience more of what makes Britain great.

For our first project we’re creating a new speaking clock where people across the country can become an hour, minute and second of Britain.

Become part of our clock by meeting our tour, where you will be filmed speaking an hour, minute and second, then put into our clock. You’ll be part of a new British moment and may become a little bit famous too.

Online Speaking Clock FAQ

What is the difference between the British Real Time Clock and my computer clock?

The British Real Time Clock synchronises to a highly accurate source each time you visit the web site so you can be sure the it is accurate. Your computer clock may vary from the true time.

How accurate is the British Real Time Clock?

The accuracy of the clock depends on how stable your internet connection is during the online syncronisation. It will always be accurate to within one second and often much better than this.

Do I need a fast internet connection to get accurate use ofthe British Real Time Clock?

The accuracy of the clock depends on how stable your internet connection is during the syncronisation and not the speed of your connection.

When do the clocks change for British Summer Time?

British Summer Time (BST) starts on the last Sunday in March and ends on the last Sunday in October, at 1.00 am Greenwich Mean Time (GMT):

In spring the clocks go forward, losing an hour - at 1.00 am GMT the UK moves to 2.00 am BST. In autumn the clocks go back, giving an extra hour - at 2.00 am BST the UK moves to 1.00 am GMT.

in the next three years, the summer time periods begin and end on the following dates:

	2009	2010	2011
Clocks go forward	29 March	28 March	27 March
Clocks go back	25 October	31 October	30 October

 

The Tour

We've been touring around the country to film people for our new speaking clock.

You can become part of the Accurist British Real Time Project by meeting the tour and being filmed speaking, laughing or shouting an hour, minute or second

So far we have visited -

• Earls Court, London
• Lakeside, Thurrock
• St Davids, Cardiff
• Meadowhall, Sheffield
• Braehead, Glasgow
• Metrocentre, Gateshead
• Merryhill, Dudley
• Arndale, Manchester
• Whitgift, Croydon
• thecentre:mk, Milton Keynes

New venues are soon to be announced.

Excerpt from Europa Star feature – Bling me an Accurist - February 21, 2005

A few years earlier, in 1993, Accurist became the Royal Observatory’s official timekeeper. At Greenwich today there is a digital clock proclaiming the name Accurist along with the time. A legend reads “Greenwich Mean Time: This clock records the time for the world”. The connection with Greenwich continues. Accurist has just launched the Greenwich Commemorative Collection. Rear Admiral Roy Clare is Director of both the National Maritime Museum and the Royal Observatory. He says: “I personally thank Accurist for its continuing support and congratulate them on producing a superb new range of watches that commemorate the qualities that have been associated with Greenwich for more than 300 years.” One of the first models is the new Grand Complication with the traditional features such as perpetual calendar, a repeating mechanism, a chronograph, a sweep second giving both split and lap times, a home indicator for travellers and a moon phase display

Appeared in : Sunday Times (style mag) More, Elle, Heat, Marie Claire, Company, Glamour, New Woman, Cosmopolitan

The Real Bling range was well received not only by the fashion conscious watch buying public by also by a whole host of celebrities.  This in addition to the watch receiving more than it’s fair share of column inches in the media.