Accurist is one of the most recognisable names in British watchmaking. Founded in London in 1946, the brand became known not only for reliable, affordable watches, but also for its close association with timekeeping itself — from Concorde to the Speaking Clock and the Royal Observatory at Greenwich.
We no longer stock Accurist watches, but many customers still ask about the brand. This guide explores the history of Accurist, its innovations, and why it became one of the UK’s best-known watch names.
The Origins of Accurist Watches
Accurist was founded in 1946 in London by Asher and Rebecca Loftus. Their intention was to create a watch brand with lasting value, combining dependable engineering with accessible pricing.
In its early years, Accurist watches were made using Swiss components, which at the time was the benchmark for quality and precision. This placed the brand firmly alongside other respected watchmakers of the period and helped establish its reputation quickly.
Accurist men’s watches, in particular, gained popularity for offering solid craftsmanship without the premium price tag of luxury Swiss brands.
Accurist “Firsts” and Innovations
Accurist built its reputation on innovation and bold marketing decisions.
One of the brand’s earliest distinctions was its promotion of the 21-jewel lever movement, using the slogan “Accurist 21 Jewels” — a phrase that was later widely adopted across the industry.
Accurist also broke away from traditional watch advertising. Instead of relying on print alone, the brand launched a major television advertising campaign, appearing regularly on Sunday Night at the Palladium, one of the most-watched programmes of its era.
Fashion, Culture & the Swinging Sixties
Although watches were still often considered lifetime purchases, Accurist recognised changing attitudes and introduced more fashion-led designs.
The Old England range, created under the direction of Richard Loftus, became closely associated with 1960s London culture. These brightly coloured watches were worn by well-known figures including The Beatles, Twiggy and Princess Anne, and became symbolic of Carnaby Street, the mini skirt, and the creative energy of the time.
Digital Quartz & Concorde
During the 1970s, Accurist embraced the emerging digital quartz movement, transitioning from LED to LCD technology as it developed.
One of the brand’s most notable achievements came when Accurist digital quartz watches were chosen as the official watches for Concorde pilots — a powerful endorsement of accuracy and reliability.
Accurist continued its strong presence on television with the memorable John Cleese “Accur-ankle, Accu-wrist!” advertising campaign, which went on to win awards worldwide.
The Speaking Clock & Greenwich Mean Time
Accurist’s association with timekeeping deepened further in the 1980s.
In 1986, Accurist became the first official sponsor of British Telecom’s Speaking Clock. Over the years, the Accurist Speaking Clock received almost three billion calls, reinforcing the brand’s connection with precision and trust.
The slogan “Accurist — the standard by which all watches are set” became widely recognised.
By 1993, Accurist had become the UK’s largest watch brand by value and was selected to provide the Atomic Clock for the Royal Observatory at Greenwich, the global reference point for time.
The Millennium Clock
In 1997, Accurist supplied the Old Royal Observatory with a satellite-controlled Millennium Clock, counting down the final 1,000 days of the 20th century.
The clock was claimed to be accurate to within one ten-millionth of a second, further cementing Accurist’s reputation for precision engineering.
Manufacturing Shift & Growth
In 1983, after extensive research, Accurist moved its manufacturing base from Switzerland to Japan. This decision significantly increased efficiency and resulted in reported growth of over 500% in UK business, while maintaining reliability and value.
Awards & Recognition
Accurist received numerous industry awards, including:
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1987 – National Association of Goldsmiths: Award of Excellence
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1997 – UK Jewellery Awards: Volume Brand of the Year
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2000 – UK Jewellery Awards: Volume Watch Brand of the Year
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2001 – UK Jewellery Awards: Customer Service Award (the only watch company to receive this honour)
Accu.2 & Youth-Focused Design
In 1999, Accurist launched the youth-orientated accu.2 range, aimed at a younger audience with bold design and strong advertising.
The collection was stocked in over 1,500 UK outlets and featured campaigns such as “no ordinary old timer”, helping to keep the brand relevant to a new generation.
Change of Ownership
In 2014, Accurist was acquired by Time Products Ltd, the company that owns Sekonda Watches, led by Marcus Margulies.
Earlier, in 2006, Accurist had expanded into distributing other brands in the UK, including Versace watches and jewellery, and became the only watch company to co-feature in advertising with the England football team.
Accurist Today
Accurist continues to be remembered as a quietly dignified British watch brand with a remarkable legacy. From fashion watches and award-winning advertising to Concorde, Greenwich Mean Time and the Speaking Clock, Accurist’s history is deeply woven into British cultural and horological history.
### Are Accurist watches good?
Accurist watches have long been regarded as reliable, affordable timepieces with a strong British heritage. Historically, the brand became well known for its accuracy, innovative marketing, and associations with precision timekeeping, including Concorde pilots, the Speaking Clock and the Royal Observatory at Greenwich.
### Are Accurist watches still made?
Yes, Accurist watches are still made today. Manufacturing moved from Switzerland to Japan in the 1980s, a change that allowed the brand to scale while maintaining dependable quartz movements and accessible pricing.
### Is Accurist a British watch brand?
Accurist was founded in London in 1946 and is widely considered a British watch brand due to its origins, design heritage and historic ties to British institutions such as the Royal Observatory at Greenwich. Today, the brand is owned by Time Products Ltd, which also owns Sekonda Watches.
If you’re researching Accurist as a reliable, affordable British watch brand, you may also like our Sekonda watches, which offer dependable movements and classic everyday designs.
Sources
The Independent
Accurist
The Royal Observatory, Greenwich
YouTube Accurist television advertisement and brand videos
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