Buler was founded in 1945 by Charles and Albert Buhler. Management of the brand was taken over by Walter Rufli in 1954 after the founders withdrew from the company. By 1956, Buler was relocated into a modern factory in Lengnau.
In 1967, Buler became a founding member of Economic Swiss Time Holding. It later merged with SSIH in 1971, which was eventually renamed as Swatch Group in 1998.
The brand was acquired by Hong Kong-based Renley Watch Manufacturing in 1991, and relocated to La Chaux-de-Fonds. Buler now appears to be defunct, having last been documented as being present at Baselworld 2017.
Team ATS
Buler was likely a sponsor of Team ATS during the 1980 Formula 1 season, with its logo appearing on the ATS D4.
Marc Surer
Buler branding has also appeared on the helmet and racing suit of Marc Surer between 1980 and 1983. What appears to be a vintage promotional sticker featuring Surer has also been spotted on eBay listings. No co-branded watch release has been documented.
Related Pages
References
https://masterhorologer.com/2018/08/13/buler-swiss-watches-brand-details-history-collections/
https://www.watch-wiki.net/doku.php?id=buler
https://web.archive.org/web/20251118100823/http://buler.ch/en/communication/news.html