Musical brand

What time is it? Bulova forges brand partnership with Apollo Theater in Harlem

To celebrate Apollo’s cultural heritage and Bulova’s upcoming new chapter in its history of firsts.

New York-based watch brand, Boulovaannounces a partnership with the famous Apollo Theater in Harlem.

The partnership is an organic evolution of the Bulova brand as envisioned in its latest Bold at Heart campaign – an innovative initiative spotlighting timepieces, moments and musical artists who embody the same radical authenticity, ingenuity and constant curiosity to pave the way for the future. , all the essential qualities of the brand since its founding by visionary immigrant Joseph Bulova in 1875.

In addition to its already established collaborations with the best musical institutions such as the Latin Recording Academy®, The Recording Academy® and Frank Sinatra Enterprise, Boulova is proud to announce its latest partnership with the iconic Apollo Theater, one of the most culturally significant organizations in the world and a major influencer in the development of several American musical genres.

“We couldn’t think of a more inspiring institution than the Apollo Theatre, world famous for bringing people together to celebrate the best in music, theater, dance and more,” said Jeffrey Cohen, president of Citizen. WatchAmerica. “We look forward to bringing the cultural and social message of the Apollo to consumers of all generations, inspiring them to wear a watch that represents both history and the future on their wrists and in their hearts.”

The Apollo is the temple of dreams and ambition, a monument of tenacity and social revolution since its very first days of existence…

“Apollo has been a temple of dreams and ambition, a monument of tenacity and social revolution since its very first days,” says Jonelle Procope, President and CEO. “We are delighted to partner with a heritage brand such as Boulova to highlight not only the greatest moments in our nearly nine-decade history, but also to celebrate the exciting Apollo chapters to come.

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In the coming months, you’ll begin to see the partnership come to life on Bulova’s social media and official website, as the brand showcases some of the most memorable images from the Apollo archives, also tied to Bulova’s past.

Later this summer, Bulova will unveil a special edition Apollo Theater watch reflecting the colors, marquee and spirit of the iconic institution that launched some of the most important musical artists of all time – Ella Fitzgerald, Sarah Vaughan, Billie Holiday, Sammy Davis Jr., James Brown, Gladys Knight, Luther Vandross, D’Angelo, Lauryn Hill and countless others.

The collection will be launched and supported by a series of digital and physical activations showcasing Bulova and the Apollo Theater’s longstanding attitude of being “bold at heart” and ultimately changing the rules of the game. .


Founded by Joseph Bulova in 1875, Boulova remains an iconic brand at the forefront of today’s watch industry – still pursuing a deep history of firsts.

Headquartered in New York, with eight international offices and distribution in 65 markets, Bulova’s distinguished portfolio includes Bulova, Caravelle, Wittnauer watches, Frank Lloyd Wright® Collection watches and clocks, and Bulova clocks.

Today, Bulova is driven by the same principles of craftsmanship, innovation and technology that inspired its founder more than 140 years ago.

Committed to advancing the art of watchmaking with extraordinary design, exclusive high-performance technology and enduring quality that maintains a tradition of excellence and meets the needs of today’s global consumer.

The video is now LIVE on and instagram.

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Apollo’s Theater

The legendary Apollo Theater, the soul of American culture, plays a vital role in nurturing emerging artists and launching legends. Since its founding, the Apollo has served as a center of innovation and a creative catalyst for Harlem, New York City and the world.

With music at its heart, Apollo’s programming spans dance, theater, spoken word and more. This includes the world premiere of the theatrical adaptation of Between the World and Me by Ta-Nehisi Coates and the New York premiere of the opera We Shall Not Be Moved; special programs such as the hit Bruno Mars Live concert at the Apollo; 100: The Apollo Celebrates Ella; and annual Africa Now! Festival.

The non-profit Apollo Theater is a performing arts presenter, curator and collaborator that also produces festivals and large-scale dance and music works organized around a core set of initiatives that celebrate and extend Apollo’s legacy through a contemporary lens, including the Women of the World (WOW) Festival as well as other multidisciplinary collaborations with partner organizations.

Since the introduction of the first Amateur Night competitions in 1934, the Apollo has served as a proving ground for new artists working in a variety of art forms and ushered in many new musical genres including jazz, swing , bebop, R&B, gospel, blues, soul and hip-hop.

Among the countless legendary artists who launched their careers at the Apollo are Ella Fitzgerald, Sarah Vaughan, Billie Holiday, James Brown, Stevie Wonder, Gladys Knight, Luther Vandross, HER, D’Angelo, Lauryn Hill, Machine Gun Kelly and Miri Ben. Ari; and Apollo’s forward-looking artistic vision continues to build on this legacy.

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For more information on Apollo, visit

Photo Credit: 1) Apollo Theater Resident Historian Billy Mitchell. 2) Jonelle Procope, President and CEO of the Apollo Theater. 3) Greginald Spencer_Winner of BET’s Apollo Live, MC of Amateur Night At The Apollo. 4-6) Billy Mitchell, resident historian of the Apollo Theater.