While Bulova is widely recognized for its 150 years of innovations, an equally compelling yet lesser-known aspect of its story lies in the company’s deep connections with the world of motorsports. By partnering with major names such as NASCAR and the Indy 500, Bulova found opportunities not only to showcase its advancements in timekeeping accuracy but also to test these features under real-world, high-pressure conditions before introducing them to consumers. Many features now commonly seen in racing-inspired watches, such as chronographs, tachymeter scales, and high-contrast dials, have gained popularity in part due to Bulova’s involvement in auto racing.

Bulova’s motorsport journey dates back to the mid-20th century, during the heyday of American auto racing. While Swiss brands dominated Europe’s racing scene, American companies like Bulova were eager to establish their own legacy at home. Over the years, Bulova played multiple roles in motorsports, from supplying official timing equipment to sponsoring teams and drivers. Its recent collaboration with Shelby American represents a natural continuation of this tradition.

NASCAR, with its massive fan base and distinctly American roots, provided an ideal stage for Bulova. In the 1960s and 1970s, the brand was named the “Official Watch” of NASCAR, reflecting its critical role in timing the races. Bulova’s sophisticated timing systems, like split-second timing, helped bring greater accuracy to race results, especially at a time when electronic timing was still in its infancy. Bulova also supported NASCAR by sponsoring drivers, teams, and prominent races, with its logo appearing on race cars, uniforms, and throughout advertising.

Capitalizing on these partnerships, Bulova introduced special edition watches branded with NASCAR insignia or designed with visual cues drawn from racing. These watches often featured tachymeter bezels and bold, sporty designs with bright colors of stock car racing badges.

Similarly, Bulova became involved with the iconic Indianapolis 500, an event held annually since 1911. Bulova was one of the earliest American watchmakers to serve as the event’s “Official Timekeeper,” providing the precision instrumentation needed to record results and enforce regulations. Over the years, Bulova’s branding was prominently featured at the Indianapolis Motor Speedway, allowing the company to connect with a vast audience of racing fans. Bulova also occasionally released Indy 500-themed watches, incorporating the event’s logo or design touches inspired by open-wheel racing.

Carroll Shelby is a legendary figure in the automotive world who helped redefine American performance culture. The Bulova x Shelby Racing Chronograph is a modern tribute to his legacy, with Bulova’s technical expertise and Shelby’s iconic muscle car design.

The Bulova x Shelby Chronograph takes visual inspiration from the 1967 Shelby GT500, a car renowned for its bold looks and impressive performance. The watch comes in a large 43mm stainless steel “bullhead” case, echoing the GT500’s muscular aesthetic. Shelby’s classic blue and white color scheme accents the watch, reinforcing its connection to the legendary car. A black tachymeter ring frames the dial, serving both as a functional tool for measuring speed and as a visual nod to racing heritage.

Powered by Bulova’s Precisionist movement, the chronograph operates at a frequency of 262kHz that is eight times faster than standard quartz movements, allowing it to time events precisely to 1/1000th of a second. The sweeping second hand gives the watch a mechanical feel, which is appreciated by the watch community at large.

The chronograph is accompanied with a rubber HNBR strap with blue and white racing stripes. Each watch also comes packaged with a 1:24 scale die-cast model of the 1967 Shelby GT500, adding a collectible element to this limited edition. Limited to 7,500 pieces, the Bulova x Shelby Chronograph features a numbered case back engraved with Carroll Shelby’s signature.

Technical Specifications: Bulova x Shelby Racing Chronograph

Movement: Bulova high-performance 262 kHz Quartz
Functions: Hours and minutes; small seconds; date; 1/1000th-second chronograph; tachymeter
Case: 43mm; stainless steel
Dial: Blue dial with white counters
Strap: Blue and white striped HNBR rubber strap, with folding buckle and push buttons
Price: USD 1,350
Availability: Limited to 7,500 pieces