In 1946, working from premises in St John Street in London's Clerkenwell district, Asher and Rebecca Loftus established Accurist with the intention of creating a brand name of lasting value. Like much of the competition at that time, Accurist watches were made entirely from Swiss components; a positive sales point that guaranteed quality, and which coupled with competitive pricing helped establish our reputation for value. 640 x 385

Accurist became the first watch company to actively promote the 21 JEWEL lever-movement and Accurist 21 JEWELS became the Company Slogan setting a standard in watches that was later to be followed by many of their competitors.

In those days a watch was still seen to be a 'once in a lifetime' purchase - Accurist set out to change this by introducing fashion into watches. Richard Loftus, fresh out of University, created a range of watches that was to revolutionise the watch market worldwide. Soon Accurist's "Old England" watches were seen on the wrists of the famous and fashionable: - Princess Anne, The Beatles and Twiggy were amongst the millions worldwide who wore the large brightly coloured watches that became synonymous with the mini skirt, Carnaby Street and London of the swinging 60's.

In 2008 Accurist launched ‘British Real Time’ with faces and voices from across the United Kingdom. Accurist’s research shows that our relationship to time and how we access it has changed. We focus more on what we do with our time rather than being dictated to by the constraints of time. www.britishrealtime.com is a celebration of British culture and what contemporary Britain is doing at any given moment, giving a snapshot of Britain today.

The past 60 years tell a remarkable story of the development of one of the industry's most famous independent watch companies. We look forward to presenting the Accurist watch range to you in any of our four stores.

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