Accurist has led the way in making watches of exceptional quality, style and reliability for almost 70 years. Launching in 1946 from their premises in London’s Clerkenwell district, Asher and Rebecca Loftus established Accurist with the intention of creating a brand name of lasting value.

In an effort to increase market share during the 1960s and to position Accurist as a national brand in a somewhat conservative market place, 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”. This was probably the most widely viewed television programme of its day.

Keen to further differentiate themselves from their competitors, Accurist made some original advertising and sponsorship choices. Some of these advertising choices included the award winning ‘Accu-Ankle, Accu-Wrist’ campaign featuring John Cleese in 1978 and becoming the first ever official sponsor of British Telecom’s Speaking Clock in 1986, which received almost 3 billion calls and was given the title of the “greatest sponsorship deal of all time”.


In 1965, the watch market was revolutionised worldwide with the introduction of Accurist’s first fashion range, Old England. Soon, Accurist Old England watches were seen on the wrists of the famous and fashionable – Princess Anne, The Beatles and Twiggy were amongst the millions worldwide who wore the large brightly coloured watches.


Accurist has gone from strength to strength over the past 69 years and has been crafting watches that are full of British design and style, representing exceptional value for money. This ethos has never changed but the world around has and so we are delighted to present ourselves in a fresh new way, giving new life to this truly British watch brand.