Dial faintly says BULOVA. Outside Case Back: 10K ROLLED GOLD PLATE, BULOVA, L7 Inside Case Back: BULOVA, FIFTH AVE, NEW YORK Case measures 22mm wide (not counting crown) x 39mm lug tip to tip. 16mm lug gap. The 21 Jewel 7AK U.S.A. is marked 46 date code. So the movement is obviously a swap since point of sale. It's how I found it though. Note the movement retaining sleeve in the inside case back photo. I'm still looking for an ad suggesting what model the case could be, and w/o jewel count, its even harder to ID the case. It may end up "Non Conforming" but the case may be ID'ed.
Another example of this case is here : 1956 Unknown
Another!
Ken (andersok) posted a 1954 example, along with an ad with no name. Price could give us a name.
http://www.mybulova.com/watches/1954-unknown-6348
Edit- Sorry, Gary (GVP) posted the watch, Ken posted the ad!
The case and dial matches the 1957 Bulova Kirkwood from the 1957 Line book BAWD0132 Page 44 of 162. Note he line book has a prism'd crystal causing the 3 and 9 hour markers to split. Based on the 1948 date of the movement it must be a replaced movement. 1957 Kirkwood case with non-conforming movement.
