by Brian Lipton

BulovaNew York-based Bulova Watch Company and The Recording Academy, which gives out the annual Grammy Awards, have announced a three-year partnership agreement.

This partnership includes a Grammy-inspired collection of Bulova timepieces, as well as producing various live events to celebrate the impact music has on our collective culture. Over the next several years, Bulova and The Recording Academy will build a special “Moments in Time” activation, which will focus on the unique moments in our lives punctuated by some of the world’s most iconic Grammy-winning music.

“We are honored to partner with The Recording Academy and to be part of the Grammy family,” said Jeffrey Cohen, president of Bulova. “Both music and time mark moments that stay with us.”

“I am thrilled by the coming together of these two iconic brands, both American born but with wide international recognition,” said Neil Portnow, CEO of The Recording Academy. “Together, in the years to come, we will create and celebrate timeless moments in music history.”

Bulova Watch Company includes Bulova, Caravelle New York, Wittnauer watches, as well as licensed Harley-Davidson Timepieces by Bulova watches, Frank Lloyd Wright Collection watches and clocks, and Bulova Clocks.