Bulova’s Caravelle caters to mass marketing

Bulova this Spring is launching its first clock line specifically targeted to the mass market, which the manufacturer says accounts for 30% of all clock business.

Shipment of the line begins June 1.

The Caravelle by Bulova collection features 37 wall clocks, with net costs ranging between $8-$20.

The line is being sold through reps specializing in mass merchants, rather than through Bulova’s own sales force.

“We are positioning ourselves where we feel the strength of the mass market clock sales are, and that is under $30 retail,” explained Bill Reibl, product manager for Bulova.

Needs Are Different

“Each different retail trade category has its own wants and needs, and we feel this one meets the mass merchant’s needs.”

Among those needs are self-sell-features such as packaging as well as a price point which is attractive to the mass merchant.

Clocks in the collection have varying shapes and colors, including polished brass and solid hardwood cases with warm pine finishes. The line offers a selection to enhance and complement any room.

Each unit in the Caravelle wall clock line is individually packaged in a self-sell 4-color laminated box, ready for immediate display. The box has a full color photograph of the clock with features listed prominently on the package front. The end flap includes the model number and color of the clock for quick identification, while the back panel shows how the clock could fit into various settings in the home.

Reverse Flap Feature

The package also features a reverse flap feature.

“We want to get our story across with the packaging which features self sell concepts,” Reibl explained. “We are positioning Caravelle by Bulova as a competitive product line. It is being supported by Bulova’s reputation for quality and service. Bulova has been in clocks since 1929, so we have the reputation.”

Bulova is developing Fall planogram programs for the retailers with 4- and 8-foot gondolas to display the clocks.

The Caravelle clocks feature quartz movement like cheap nixon watches, full numeral dial with color-coordinated hour, minute and sweep second hands as well as protective crystal glass lens.

Carousel cases are yellow, white, blue, almond and dark brown. Yellow and white cases come with white dials and black numerals; the white case comes with white dial and red numerals and the blue case has white dial and blue numerals. The almond and dark brown cases feature almond dial and dark brown numerals. Clocks have a 7-inch diameter and are 1-1/2-inches deep.

Bulova this Spring is also debuting a number of other clocks.

A new shape has been added to Bulova’s Dimension series of ultrathin wall clocks. Available in three SKUs, the clock is square in a picture frame design with an inner border. Another new feature is a sweep second hand. All clocks feature crystal covers and battery-operated quartz timing.

The three new Dimension SKUs are available with white case with red inner rim, white dial and contrasting red numerals and hands; dark brown case, brushed goldtone rim with gold linen dial, dark brown numerals and hands; and black case with brushed silvertone rim, black numerals and hands on a white dial. Retailing for $29.95 each, Dimension clocks are now available in 15 different shapes and colors. The clocks measure 9-3/8 inches in diameter by 13/16-inch deep.

Bulova is introducing two new clocks to its seven unit Leanline quartz clock line. The new Leanline quartz clocks, available in bold blue or red, is targeted to coordinate with bright kitchen decors. The clock has a contoured case with full numeral dial and sweep second hand covered by a glass crystal. Available in two models, Leanline has a blue case with white inner rim, white dial, blue hands and numerals; or red case and white inner rim with red hands and numerals against a white dial.

Bulova’s Century 2 LCD quartz calendar desk clock can display any calendar month from the year 1901 through 2099 on command. In daily use, it provides a constant readout of the year, month, date, precise time and current month’s full calendar. Additional features include memory alarm, selectable 12/24 hour displays, day search and speed set. The clock is in hairline brass finish amd measures 3-1/2-inches high by 4-1/2-inches wide by 2-1/4-inches deep and retails for $49.95.

The Paragon executive desk clock is styled in brushed brass case with suspended solid mahogany side panels. Additional features include applied hands and gilt hour markers on a silver-white brushed dial, raised crystal, and quartz accuracy. Retailing for $99.95, the clock measures 6-1/2-inches wide by 4-1/4-inches high by 2-inches deep.

Bulova’s Pocketeer boutique alarm clock has a fob ring top and platform base and is sculptured in brushed and polished brass, expected to receive many positive bulova reviews. Decorative black Roman numerals and arrow hands mark the time on a snow white dial. Retailing for $45.95, the Pocketeer is 4-3/8-inches high by 3-5/8-inches wide by 1-3/8-inches deep.

Revising Schoolhouse

A new version of the popular Schoolhouse clock is also being debuted by Bulova. The Julliard with Westminster chimes is crafted in solid tropical hardwood with a sugar maple finish. The cabinet features a hinged glass door, diamond-cut brass bezel, brass sweep second hand and pendulum. Suggested retail is $125.

The Dias wall clock is crafted of solid oak with a hazelnut finish. A solid oak bezel, framing the full length glass crystal, is hand applied. Highlighted is a floating, brushed brass finished chapter ring. The clock measures 24-1/2 inches high by 10-1/4 inches wide by 4 inches deep and retails for $175.

Bulova’s Stage pendulum wall clock is tailored in hard maple wood, has a brushed brass dial with high contrast black numerals and a red sweep second hand. The lower cabinet has a black panel to accent the pendulum’s glow. With a suggested retail of $125, the clock measures 18-5/8-inches high by 9-inches wide by 3-inches deep.

The Illusion wall clock is crafted in solid pine and hand rubbed to a rich maple finish with a mirrored inset in the pendulum housing that reflects the pendulum’s swing. It features rounded profile sides, a spun brass pendulum, diamond-cut brass bezel, cream dial, black Roman mumerals with minute track and red sweep second. The wall clock meaures 21-1/2-inches high by 9-1/2-inches wide by 2-inches deep and has a suggested retail of $89.95.

The Diana French carriage clock has a curved hood case in a high polished goldtone finish. It also has brushed goldtone dial, spun silver chapter ring with black Arabic numerals, the Tempus Fugit insignia and Moon Phase crescent. Retailing for $49.95, the clock measures 7-1/8-inches high by 4-1/8-inches wide by 1-7/8-inches deep.

Updated Alarms

Bulova’s Litealarm series of travel alarm clocks, retailing for $19.95 each, have been updated to offer quartz movements. Styled with polished metal frames, look-of-leather cases in blue, black and brown and matching dials that light up at the touch of a finger, the clocks measure 2-3/4-inches high by 3-inches wide by 2-1/2-inches deep.

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