The company was founded in 1946 in Clerkenwell, London, by Asher and Rebecca Loftus. Today, the company has offices in West Hampstead, London and La Chaux de Fonds, Switzerland and is run by Andrew Loftus (Chief Executive), and his brother, Richard.

In the 1970s, the company signed a deal for their watches to be worn by pilots of Concorde. In 1978, John Cleese featured in a well-remembered British television advertising campaign. The commercial ("Accur-ankle, Accu-wrist!") won many awards, and was featured on The Tonight Show Starring Johnny Carson as one of the world's ten best advertisements.