In 1946, working from premises in St John Street in London's Clerkenwell district, Asher and Rebecca Loftus established Accurist with the intention of creating a brand name of lasting value. Like much of the competition at that time, Accurist watches were made entirely from Swiss components; a positive sales point that guaranteed quality, and which coupled with competitive pricing helped establish our reputation for value. Accurist became the first watch company to actively promote the 21 JEWEL lever-movement and Accurist 21 JEWELS became the Company Slogan setting a standard in watches that was later to be followed by many of our competitors. In an effort to increase market share and to position Accurist as a national brand in a somewhat conservative market place, Accurist broke out of the traditional watch advertising mould by producing a T.V. Campaign which was aired regularly on "Sunday Night at the London Palladium", probably the most widely viewed television program of its day.