Business Oct. 30, 2010 - 04:49AM JST ( 4 )

TOKYO —

Bulova Corp, the leading maker of watches in the U.S., has established a subsidiary in Japan under the name Bulova Japan Limited. The establishment of the Japanese operation is part of an active strategy of overseas expansion.

The company is Bulova’s sixth overseas subsidiary, following on from its UK operation, established in July. Bulova regards Japan, where consumers have a great appreciation for beauty as well as design and technology, as one of the world’s most important markets and has launched a campaign to expand its fan base in this country, starting with the introduction of a range of men’s watches in its premium Bulova Accutron brand.

For male customers in Japan, especially those in their 30s and 40s, Bulova has selected a lineup of 45 watches from 5 collections of outstanding quality, priced from 80,000 to 190,000 yen, as most suited for first-time buyers of mechanical watches. Five Bulova Accutron collections to be introduced to Japan consist of KIRKWOOD, GEMINI, CURACAO, CORVARA and STRATFORD.

These will be available from Nov 10 in the watch departments of department stores around Japan as well as specialist retailers carrying Bulova products.