Word: bulova
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Dates: during 1950-1959
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HAMILTON WATCHES will be assembled in Switzerland to take advantage of lower Swiss wages (one-third the level of U.S. wages). Swiss watch cartel voted to admit Hamilton, first firm to come in since cartel was started in 1934 (other U.S. watchmakers, e.g., Bulova, Benrus, began producing earlier in Switzerland...
Died. Arde Bulova, 69, chairman of the board of the Bulova Watch Co., Inc., who built the company from a small jewelry-making concern founded by his father in 1873 into one of the world's largest manufacturers of jeweled watches; after long illness; in Encino, Calif...
...other corporations are not so benevolent. The Timex Watch Company last week dropped its sponsorship of Bob Hope's program because the comedian appeared on a show in which a Bulova commercial came on before, not after, the station break. This supposedly associated Hope's name with that of a rival company. In such an atmosphere, programming--in fact a personality--becomes merely an effective way of selling, thus precluding any originality or inventiveness which might endanger this ability...
Thus ended a spectacular career. Biow founded his company during World War I at the age of 25, and quickly proved himself a nimble idea man. For his first big account he coined the phrase "Bulova Watch Time." For Eversharp, Inc. he invented radio's $64 Question, saw the sum of money gain such renown that TV's current $64,000 Question pays him a royalty. He found a midget bellhop, assigned him the $20,000-a-year job of shrilling "Call for Philip Morris!" By 1952, with an annual billing of $50 million, Biow Co. ranked...
...downhill. Sensing that he was slipping, Biow turned over some of his authority to two big account executives, changed the agency's name to Biow-Beirn-Toigo, Inc. Then suddenly big accounts became dissatisfied with the agency's work and signed off one by one. Oldtimer Bulova Watch Co. withdrew in 1954. Pepsi-Cola and Philip Morris, among others, left in 1955. Executive Vice President John Toigo brought the Schlitz beer account into the firm early this year without consulting Biow; angrily, Biow threw Schlitz back out, took over the company again and changed its name back...