When the Oscars in Hollywood gave watches to the winners

Pixar CEO John Lasseter is one of the collectors of the rare vintage Bulova watches licensed by the Academy over 60 years ago.

“The Board of Directors was reluctant to commercialize our name and symbol,” the Academy records from November 1949 state. “Our reluctance, however, was tempered by the fact that Bulova will pay us $120,000, which will enable us to pay off the debt on our Academy building.”

Bulova is said to have designed at least 40 different models—including ladies' watches in 14-karat gold with diamonds—that came in elaborate boxes. One of these showcased the watch in a kind of stage set, behind which a red curtain opened to reveal an Oscar statuette. Promotional mailings promoted both the watches and the films of some of the stars, such as Broderick Crawford's "Born Yesterday" and Linda Darnell's "Trumpet to the Morn." Original prices ranged from $49 to $115. Today, they are collector's items, some selling on eBay for up to $2,000.

"It's a fascinating piece of Oscar history that no one knows about," says John Lasseter, Pixar's Chief Creative Officer and First Vice President of the Academy, who recently purchased one of the Bulova watches. He was introduced to the watch by PR agent Tony Angellotti of the Angellotti Company, who oversees Disney/Pixar's awards campaigns. Angellotti learned about the watch from a former Bulova employee.

Lasseter says, "It's a beautiful watch, really cool, simple, clean, and beautiful. You just don't see anything like it anymore. I had the opportunity to purchase one in mint condition with the case." Lasseter has the watch between his two Oscars and tells THR he plans to wear it to the next Academy Awards.

Source: hollywoodreporter.com