In reply to I have to admit that this is… by mybulova_admin
This was probably a contract Bulova had with some of it's mass merchants is my thinking. Bulova had fixed prices it's retailers had to follow in order to sell their watches. But let's say a retailer wanted to purchase 1000 watches a month from Bulova if they could set their own price. What would Bulova do to make this sale happen? Bulova might say, OK, but you can't put our name on the dial.
Sears & Roebuck had similar deals. They would sell Winchester rifles that had a fixed price for less by having the name Ted Williams stamped on the barrel instead of Winchester. Sears did this with the Henry J automobiles also by having the hood ornament and trunk ornaments say "Allstate" instead of Henry J.
Why would anyone buy from the mass merchant if they had to pay the same price as the local "Mom & Pop" jewelry stores and would probably recieve better service.