Bulova has joined forces with the Recording Academy in America that will see a collection of Grammy-themed watches created.
The three-year partnership agreement will cover a range of products and activities.
“We are honoured to partner with The Recording Academy and to be part of the Grammy family,” said Jeffrey Cohen, president of Bulova. “Both music and time mark moments that stay with us.”
Bulova has always had a relationship with the world of music having aired the first ever national radio commercial in 1926 and launched the first clock radio to the market.
The partnership will see production of a Grammy-inspired collection of Bulova timepieces, as well as various live events to celebrate the impact music has on collective culture.
“I am thrilled by the coming together of these two iconic brands, both American born but with wide international recognition,” said Neil Portnow, chief executive officer of The Recording Academy. “Together, in the years to come, we will create and celebrate timeless moments in music history.”