Bulova started a small jewelry shop in New York City around 1875 on Maiden Lane, which was specialized in jewelry and the repair of clocks and the occasional pocket watch. Around 1911, Bulova began producing table clocks and pocket watches. In 1912, Joseph Bulova launched his first plant dedicated entirely to the production of watches in Biel, Switzerland where he began a standardized mass production. The watches were popular with the American public. In 1927, Bulova set up an observatory on the roof of a skyscraper located at 580 Fifth Avenue to determine universal time. 150 years later, Bulova still remains a leader in today's watch market.