This is a petite pocket watch, with the face marked Rockland. It very much resembles the Lady Maxim pictured here (http://www.mybulova.com/watches/1918-lady-maxim-7888#comment-form). with its case serial number 20k higher. It has the Bulova W. Co stamp on its movement. Based on those two facts I've guessed its date. I am awaiting shipment and will update info once my mail-order lady arrives.
Sorry I forgot to include the reference above that the Rockland trademark was filed by Bulova, so like the Lady Maxim name 'Rockland' was another branded watch they produced around the same time. There isn't much more in the way of evidence of use other that the odd early watch like the subject watch, but it certainly shows that they existed.
So far we know of; Rubaiyat, Precission, Lady Maxim, Hudson Maxim, and now Rockland, I'm sure there is more and perhaps other members can add to this list of branded 'Bulova' watches, that related to a model and not a whole branding line like Westfield.