Bulova was one of the American premier mass consumer brands until the early 70’s (most Americans knew of Omega, few had heard of Rolex until the late 60’s, but everyone knew Bulova).
They were pioneers in the battery operated tech with their tuning fork (aka hummer due to the sound they make) movements in 1962, a predecessor to quartz and amazing for its day. Accurate to within a few seconds per year when tuned properly. One of the early tuning fork models they made was a pilots watch called the “Astronaut” that several NASA astronauts wore- it was a sensation (there are pics of Elvis wearing one too).
Several companies, including Omega licensed the tech for their own watches as it was cutting edge and chronometer accurate. But it was expensive and complicated technology requiring skilled tech’s and specialized equipment to keep them working to spec. When quartz hit the market in the mid-70’s the Japanese dominated the cheap and reliable tech which was by its nature even more accurate than the hummers (the cheapest quartz watch is far more accurate than the most expensive mechanical watches).
The “quartz crisis” revolutionized the industry (cheap more accurate movements in mass quantities) but those who weren’t quick to adapt (like Bulova) or carve out their own niche in the luxury market (like Rolex) died. It was a sea-chang the likes of the film to digital transition in photography and companies that had gotten big, fat and lazy felt it the hardest.
