Heuer Autavia (Ref. 1163V) "Viceroy", 1973

Dealer description — Craft & Tailored

The Heuer Time and Electronics Corp was seeing record growth for about 11 years through the 1960s and by 1970 the U.S. market had become they're largest. In 1971, however, the Heuer brand saw a tremendous 19% decline in U.S. based sales and they needed to come up with a solution to turn things around The Viceroy cigarettes company was experiencing troubles of their own after the U.S. Surgeon General released the report linking smoking to cancer and a subsequent creating a ban on advertising tobacco on television went into effect in January of 1971 which led them to quickly fall behind the more masculine advertising of the leading brands. To compete for market share Viceroy rebranded the company to cater to the automotive racing enthusiasts, thus creating the super team of Mario Andretti, Joe Leonard, and Al Unser for the Indianapolis 500 races. Through the 1960s, Heuer was the benchmark for timing technology in aviation and automotive racing. Its stopwatches, handheld chronographs, dashboard timers, and timing systems dominated the racing industry. However, they were willing to do anything to increase awareness around their wristwatches This collaborative advertisement campaign was a huge success and within the 7-month span of the promotion, approximately 5000 Viceroy Autavias were sold. This created huge awareness around the Heuer brand and subsequently boosted the sales of all the timepieces. Broadening the Heuer company as a whole from racetrack royalty to household name. Stock # HURAUT1163V-2 Brand Heuer Style Autavia Model 1163V Serial 27XXXX Size Men's Material Stainless Steel Dial Black W/ Red Millimeters 42 Strap 2pc Canvas Strap CASE & BRACELET The excellent case retains its original geometry with honest signs of use and appears to have been very lightly polished in the past. The minutes/hours bezel was sourced with the watch and shows some light signs of use. The fluted pushers and "Heuer" signed crown remain original to the watch. The watch comes supplied on a 2pc canvas strap. DIAL & HANDS The classic "Viceroy" dial with striking red accents is in near flawless condition showing no notable signs of age. The white sub-dials are rarely seen in this impressive of condition, showing no age or damage. The tritium lume plots all remain fully present under U.V. light inspection, including the 3, 6, and 9 dots that normally show degradation. The original brushed steel tritium hands with red enamel inlay match the dial perfectly and are in excellent condition, showing no degradation under U.V. light. ACCESSORIES None. The watch is running and functioning perfectly, previous service history is unknown.