Introducing Accurist

Accurist is a relative newcomer in the word of precision time pieces. Considering that a good many watchmakers’ beginnings date back to the 1800s, this company could be considered a newcomer in the terms of classical watch making. After all, the company’s origins date back to a very recent 1946, when Asher and Rebecca Loftus turned their property on London’s St. John Street into Ground Zero for the creation of a new line of watches that combined value with unrivalled quality.

Knowing that Swiss watches are the most reliable time pieces in the world, the founders of Accurist chose to only use Swiss watch making components in the manufacture of their products. Improving on a concept that other manufacturers had not dared to challenge, the company focused on highlighting its watches’ 21 Jewel lever movements – a step that was later copied by a wide array of competitors.

What sets Accurist apart from other watch makers is its aggressive foray into the younger consumer demographic. Once again drawing heavily on tradition but improving upon it for the modern age, the watchmakers appeal to progressive professionals and younger first-time watch buyers – consumers who are routinely underserved by the established competition.

Bridging the gap between high-end – and frequently prohibitively priced – once in a lifetime purchase watches and the much cheaper and far less accurate throw-away pieces, Accurist offers the precision of the former while rivaling the price of the latter. It relied on none other than perennial funnyman and British humor icon John Cleese to introduce the hip consumer to "Accur-ankle, Accu-wrist!"

Consumers who are ready to wear the Accurist brand that graced the wrists of the Beatles, Twiggy and Princess Anne will do well to check out the gents’ and ladies’ selections. Ever on the cutting edge of style, fashion and the up-and-coming generation’s craving for look and feel, the watches continuously change in design, material use and color choices.

Offering a nod to the current trend of unisex design, Accurist offers stainless steel bracelet designs intertwined with ceramic links. The traditionally-minded gent enjoys rose gold tones and a brown leather strap while the more avant-garde wearer will doubtlessly look to the stainless steel bracelet watch with layered dials.

Ladies have the option of reveling in old-world charm with a stylish gold tone semi-bangle wrist watch or show off a deep tan with a Swarovski crystals-studded silver bracelet with Mother of Pearl dial. Athletic females find the stainless steel unisex bracelet, multiple dials and combination of Swarovski crystals to be useful yet uniquely feminine at the same time.