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HOT 100 BRAND CHAMPIONS: Liam McAllister,Bulova UK

Liam McAllister, former marketing director for Bulova UK, is now head of marketing at Fossil Group.

You have to envy the corporate sponsorship salesperson who pitched the idea of Bulova becoming official timekeeper of Manchester United. Not only is it one of the biggest sports teams on the planet, but it is also the lifelong obsession for Bulova UK’s marketing manager Liam McAllister. This could not have been a tough sell.

Except wanting a deal to happen, and making it work are not the same thing, and Liam McAllister knew that this was a sponsorship that came with enormous expectations from Bulova. “I am driven by the commercial and financial success of the business as well as the responsibility and accountability that comes with it. I am completely focused on sell through and brand awareness,” he tells us.

Awareness has been rising sharply since Bulova signed the three year deal with Manchester United in the summer of 2013.
According to GfK, Bulova brand has risen to become the number 31 brand in the UK market, out of over 400 watch brands tracked. “This has all been achieved in less than five years of the Bulova UK subsidiary opening in 2010,” Liam says.


It will be five years in September since Liam jumped shop from Swatch Group to Bulova, but that isn’t the only landmark he will be celebrating this year. By the time of the Hot 100 party, he and his wife will be celebrating the birth of their first baby. “By the time this article is published, I will have bigger bags under my eyes and will be feeling a lot more tired! But, I’m really looking forward to this next phase of my life,” he predicts.

The new baby may derail one of Liam’s great mantra’s in life: a focus on a perfect work/life balance. “I relax by socialising with my friends, watching the football/boxing and going to the gym. I try to live my life with minimal stress,” he muses. All we can say is: good luck with that!

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Editor of WatchPro, the WatchPro Hot 100 and The Luxury Report.


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