Well, this report will be one of my smaller ones as there is frankly not much to say about the brand or really the watch. I shall however do my best!
Okay, so I was at a fairly local seaside resort in the North East recently and popped into a usual haunt that sell all sorts of smaller antiques and curios, along with taking in precious metals. In my case – in terms of purchases, these have in fact been confined to timepieces at the lower fiscal spectrum. By lower, I mean sub £100! Anyway, I was in there scanning the various cabinets and my beady eye was attracted to an obviously 70’s gold coloured watch with an attractive greenish dial. I asked to have a closer look and liked what I saw – which was a Buler. According to the seller, it was recently acquired and was running fine. This in fact was somewhat backed-up by the fact that it was actually running when I first saw it, and no it was not quartz or even an automatic, but a manual wind piece! The price was £100 and I offered £80. This was rejected as it was a newly acquired item – but £5 off was granted. I decided to accept.
So, who were/are Buler – because honestly, I for one was pretty unsure when I bought the watch. After having Googled later on, I have gleaned that the firm initiated in 1945 in Lengnau, Switzerland. Two brothers – Charles and Albert Buhler (oddly the brand’s name appears to have dropped the H. Ed) seem to have been the founders. At that time the business was small with only 15 staff. However, only 10 years later the brothers appear to have bowed out, ceding to one Walter Rufli. A couple of years later a new factory was acquired in Jura, and by optimising production procedures by the late 50’s the brand was producing some 1m watches a year. These were principally of the pin-lever type and would be viewed as at the “affordable” level. More information is now getting a bit sketchy, but the business appears to have survived the quartz crisis and produced some innovative mechanical watches, including the Century (which was digital and used discs), and some LCD types. In 1990 the brand was bought by a Hong Kong company – Free Town Watch Products (?Ed) and after this, other models such as the Ocean Conqueror and Sea Legend were offered. Buler products now appear to have been targeted more at the ASEAN areas, and as such they were pretty cheap – but seemingly fairly reliable by all accounts. Sadly though, by 2017, things then seem to have taken a dive towards oblivion. Today, a website still appears, but notable is the fact that “News” ends in 2017. I also noted that the sole UK agent closed some years ago! There is really nothing more extant that I can see, so one assumes that Buler simply ceased trading. If anyone knows any different do tell.
So what is my watch? Well, a quite attractive-looking manual wind item – probably from the 1970’s. The case is gold coloured (it could be gold plate but doubtful. Ed) and tonneau shaped, of around 36mm x 10mm. The case sides are polished, whilst the upper surface has an attractive sunburst finish radiating outwards. There is no bezel, but the glass is quite proud. The conventionally-shaped crown is slightly recessed and has no insignia on it. Flipping over, there is a solid s/s back, with a few bits of minimal information, plus some numbers which are either the model reference and/or serial number. There is no note of any waterproofing. Inside the case back the name Buler is noted, and Switzerland – but also “Case Made In Hong Kong”. That is a little curious – maybe the watch is a later retro piece, but at the moment I will stick with 1970’s!
Moving to the dial, this is actually pretty attractive, being a pale olive green with vertical striations – but with a graduated “fumee” effect – darker to paler towards the center. There is a standard minute rail track outboard, then gold coloured batons with what at first glance appears to be lume infill – but in fact it is either fake or simply no longer luminescent – or just white paint! The hands are baton shaped and again seem to be lumed – but not so. A black second hand completes this side of things. At 3 o’clock there is a square date window, with black numerals on a white background. Buler is noted under 12, and above 6 is noted shock Resistant. Swiss Made is at the very bottom.
Regarding the motive power, after having unscrewed the back, this is clearly a manual wind movement – and rather a cheapo one at that. How mean of me, but it fairness it does boast somewhat proudly “One Jewel” and “Unadjusted”!! Other than noting the name Buler there is scant other information. Ho hum – a bit more probing is required but at the moment it may be a BF 896 – one writer notes one jewel and another seventeen however!
Lastly, the seller had affixed a pretty awful greenish strap with lots of odd raised tiny square blocks strap. Ughh. So I quickly ditched that with a nice black leather job and now the whole thing looks much more classy.
In conclusion, this was clearly a cheapish watch when new. However, it is an attractive and unusual piece from (probably) the 70’s. It is also working very nicely thank you – all for £95! It is probably worth a tad more that that, but it does prove that one does not need to spend big bucks on something that pleases the eye, and for the moment at least, accurately provides the time and date!! Well, that’s it folks – short and sweet!
Rating: 5/5 (well why not!)
Images & Words: The Writer.