Since 1875, Bulova has been a leader in innovation with a number of historic ‘firsts’. From producing the first advert to broadcast on radio in 1926 — and then the first on TV in 1941 — to launching the first fully electronic watch in 1952.

Bending all the rules once again, the US manufacturer is getting ready to debut the world’s first curved chronograph watch.

One of the stars of Baselworld 2016, Bulova’s Curv Collection places a highly accurate quartz chronograph movement inside a super-slim, curved titanium and steel case that follows the shape of the wearer’s wrist.

The 12-piece collection, due to launch later this year, is made up of both dressy and sport styles, all with a see-through dial and exhibition case back.

Needless to say, we’ll be ‘first’ in line.

The Bulova Curv collection will be available from September at Beaverbrooks and Ernest Jones, priced from £449.