I have read the instruction for this watch and I am surprised how little they tell you!
The description of the watch does not say if it is automatic or battery driven so I shall give you two alternatives to try:-
1) If it is battery driven, then there may be a wedge under the winder to prevent it going into the running position (to save the battery while it is on the shelf). Pull this out and push the winder home.
2) If it is automatic, then it is mechanically driven by a spring and needs to be wound up. This is done by either turning the winding knob or gently shaking it from side to side form some minutes. Once going, such a watch needs to be worn daily to keep it running. They will normally run for 1 - 2 days before stopping when not being worn.
If you were not given instructions with your watch, you can get them from their web site http://www.bulova.com/brands/bulova/product.aspx?origin=sku&sku=96R19&brand=bulova