In 1971, Heuer sold just 500 chronographs in the United States. Hard to believe, considering two years earlier, they had launched the very first self-winding chronograph movement with the Caliber 11 - found inside the Monaco, Autavia and Carrera. Despite these commercial products, Heuer was still predominantly known as an industrial supply company, providing scientific products to researchers and sportsman. The chronograph's slow sales put Heuer's entire future in jeopardy.
Then came a partnership with the number three cigarette company in America. Read on to hear how Heuer's promotion with Viceroy Cigarettes effectively built the Heuer (now TAG Heuer) that we know today, in this detailed feature story by noted Heuer expert Jeff Stein.
Full story here: hodinkee.com/ode-to-smoke