Billie Eilish, Lizzo, Michelle Obama, And More Receive Bulova Watches At The GRA

Billie Eilish, Lizzo, Michelle Obama, And More Receive Bulova Watches At The GRAMMYS

As the official timepiece partner of the GRAMMYS, Bulova handed out their fair share of watches to last weekend's first-time GRAMMY winners.

By Josh Shanks

Bulova’s partnership with the Recording Academy goes far beyond branding. Since 2016, the New York City-based brand has been the official timepiece partner of the GRAMMYS and avid supporters of the Latin GRAMMYs and the Los Angeles based GRAMMY Museum. Their Tune of Time and History of First campaigns also provide musical awareness and education along with programs to help fulfill young artist’s GRAMMY ambitions.

Watchonista was present at the 62nd Annual GRAMMY Awards Show and was able to experience the musical evening firsthand. The event had a somber tone due to the passing of LA Laker Legend Kobe Bryant earlier in the day. Host Alicia Keys and Boyz II Men led a rousing tribute to Bryant in the home of the Lakers, “The House That Kobe Built” Los Angeles’ Staples Center.

Bulova At The 62nd Annual GRAMMY Awards

To begin GRAMMY weekend in style, Bulova and The Recording Academy hosted a star-studded brunch on the roof of the GRAMMY Museum. The event started with an intimate concert with their latest Tune of Time ambassador FLETCHER. After a rousing performance, Bulova ambassador Calum Scott joined FLETCHER on-stage for a duet of Lewis Capaldi’s “Someone You Loved.”

Bulova’s Tune of Time campaign is a video series focused on highlighting some of the music world’s most promising artists. Done in collaboration with Universal Music Group, the series lives on Bulova’s website, social media channels, and YouTube Channel. You can view FLETCHER's campaign below.

During a revealing Q&A, the artist divulged that her relationship with Bulova began long before Tune of Time. Since childhood, FLETCHER (born Cari Elise Fletcher) has carried a vintage Bulova originally owned by her late uncle. As you can see in the video above, the piece holds a symbolic place in FLETCHER’s heart.

We are honored to be part of the most anticipated weekend in music Michael Benavente, U.S. Managing Director of Bulova

When speaking with Bulova’s U.S. Managing Director Michael Benavente, he reminded us what the GRAMMYS meant to Bulova, “We are honored to be part of the most anticipated weekend in music,” Every year provides another moment for us to celebrate our partnership with The Recording Academy and showcase our ongoing music projects and products.”

The Ceremony And The Winners Of Bulova Watches

During the GRAMMY Award Ceremony, Bulova’s presence was prominent throughout the Staples Center. For the first time, Bulova provided branded digital countdown clocks to track commercial breaks. But perhaps the most significant gift of the evening (besides the actual GRAMMY awards) were some very special timepieces.

Bulova gifts all first-time GRAMMY winners with Special Edition GRAMMY timepieces. For the 2020 GRAMMYS, there were some mightily impressive names on the list. First time Grammy winners included – Billie Ellish & her brother Finneas O’Connell, Lizzo, Tyler The Creator, Lil Nas X, and Michelle Obama. Each of these special GRAMMY watches featured GRAMMIUM, the same alloy used in the gold gramophone statuette given to GRAMMY winners.

Crazy to think that after her GRAMMY triumph (she swept all four major categories), that Billie Eilish would also become the proud owner of a Bulova timepiece. Time will tell if we’ll spot Eilish wearing the watch, but the unique design of Bulova’s GRAMMY timepieces may speak to Eilish’s unique style. Let’s also give a warm welcome to first-time GRAMMY winner, former first lady, and now proud Bulova owner Michelle Obama!

About Bulova’s GRAMMY Timepieces

Since 2016, Bulova has produced a wide range of men’s and women’s GRAMMY timepieces. These special edition watches take their design cues from the world of music and feature prominent GRAMMY branding. For the 2020 edition, Bulova has produced both mechanical and quartz versions of their GRAMMY Editions.

The collection starts at $680 USD and peaks at $780 for the full GRAMMIUM Gold Precisionist. For the ceremony, we were lent a GRAMMY Automatic piece, which was sized at 44.5mm and featured a fully skeletonized dial. A black DLC coated case completed the svelte look, and a rubber backed leather strap made it the perfect accompaniment to the GRAMMYS after party.

Beyond their mechanical exploits, Bulova keeps most of its GRAMMY timepieces within the Precisionist collection. They are noted for unique round cases shape surrounded by four pillar points made to resemble the head of a drum or guitar. Powered by Bulova’s three-prong quartz movement beating at 262kHz — which makes the Precisionist eight times more accurate than other quartz watches. You can discover the entire collection of Bulova’s GRAMMY timepieces HERE.

All of Bulova’s GRAMMY timepieces come stamped with the GRAMMY logo on the caseback along with ‘62nd Annual GRAMMY Awards.’ Each piece provides a great reminder of an incredible year in music.

“We are honored to be an official partner of the GRAMMYs—as some of our most unique moments in time, as in life, are marked by music.” -Jeffrey Cohen, President of Bulova

(Images provided by Bulova)

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