Buler is a Swiss watch brand founded in 1945 by Charles and Albert Buhler as part of the Société Suisse de l’Industrie Horlogère (SSIH) group. Originating from Switzerland, the brand established its early operations before transitioning management in 1954 to Walter Rufli, who led the expansion of its production facilities to Lengnau, near the Jura mountains. Over the decades, ownership shifted, with the company becoming part of Economic Swiss Time Holding in 1967 and later being acquired by Hong Kong-based Renley Watch Manufacturing in 1991.
The brand gained appreciation among consumers primarily for its focus on accessible, functional, and innovatively designed timepieces. During the mid-to-late 20th century, Buler became recognized for mass-producing reliable pin-lever watches and adopting avant-garde, non-traditional design approaches without being constrained by legacy manufacturing constraints. In the 1970s, it embraced early digital and LCD watch technology, appealing to buyers looking for modern, affordable, and distinctive wristwear.
Among its key historical pieces, the Buler Astromaster stands out as a notable design from the 1970s, featuring an octagonal bezel aesthetic. Another significant model from this era is the 1971 Century automatic watch, which utilized a digital-style disk display for the hours and minutes instead of traditional hands. The brand also expanded into specialized designs, including the 1976 “Stratos by Bertone” LCD model created in collaboration with the Italian automotive design firm, as well as sports-oriented series like the Ocean Conqueror and Sea Legend.