Bulova + Ol’ Blue Eyes: The Bulova Frank Sinatra Collection
In one of the more authentic endorsement partnerships in the watch industry, Frank Sinatra famously wore Bulova watches in the 1950s and ’60s. The brand recognizes the importance of his ambassadorship with a new Frank Sinatra collection. The four models are named for song titles: “My Way,” “Young At Heart,” “The Best Is Yet To Come” and “Fly Me To The Moon.”
Priced at $495 to $1,350, the collection is at the low-end, entry level spectrum of the market, and seems just right for the times. Its value proposition includes sapphire crystals, stainless steel or gold plate cases, mechanical movements, exhibition casebacks, applied numerals and extra functions like a date and seconds hands. The Sinatra branding is a bonus, and gives the watch a collectible feel. Most of the branding is subtle. A signature appears on the dial or is etched into the crystal caseback. One of the dial color options for “Young At Heart” is matched to the color of Jack Daniels, Frank Sinatra’s whiskey of choice. “The Best Is Yet To Come” has an image of Sinatra’s signature fedora on the dial – “Cock your hat; angles are attitude,” Sinatra once said during a concert.
There are 10 references altogether in the collection, in tank or round cases made of stainless steel or gold plated steel, with quartz or mechanical movements. Bulova’s connection to Frank Sinatra began in the 1950s during The Frank Sinatra Show television program, also known as Bulova Watch Time, of which the brand was the sponsor. The singer was also known to be a wearer of Bulova timepieces throughout his life. “No one respected time more than my father,” says Frank Sinatra’s daughter, Tina Sinatra. “He never liked to keep an audience waiting. He often said, ‘If you’re not early, you’re late.’ Dad’s association with Bulova spans over six decades and we are proud to continue the relationship into the 21st Century.”
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