Posted By: Kav Date: 7/19/03 15:54 GMT

Why do you like Heuers? (Not that you shouldn't but...)

We all like vintage Heuers, but probably not for the same reasons exactly. Why are YOU attracted to Heuers?

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It would take alot of time and effort (maybe even some soul-searching) for me to compose a complete answer to my question. Some points:

• The great colors on the dials (70s models mostly). Something I'm missing from today's watches.
• The logo
• Innovation (automatic movement development, black and green cases)
• Masculine designs
• Extensive use of applied hour marks
• Appreciating Heuers is an acquired taste. Not many know much about them. And this is one of the reasons I like Tag Heuers less. (It's the sense of "connoiseurship". One can feel being special by appreciating things most people don't (have the knowledge, experience or culture to) appreciate. IMO this is also one of the reasons why some watch enthousiasts are so obsessive about inhouse movements, movement finishing etc. A very interesting issue, probably worth of a separate discussion.)

  Hmmm... Interesting question... I can tell you how I came to choose them...

  In the 1960's and early 1970's they were widely seen in motorsports circles. My father was a big time gearhead of the Ford persuasion, and it was common to have: Autoweek & Competition Press, Car & Driver, Hot Rod, Motor Trend, Road & Track, and later Hemmings, lying about the house. I remember seeing ad's for Heuer's and catalogs of motorsport supply companies (Anyone remember AutoWorld?) with ad's for Heuer Watches and Stopwatches in the classifieds.

  So I would add: Motorsport's association.

  In addition, Heuer has a reputation (especially in the 1950's-1970's of being a tool watch. You didn't see a lot of diamond crusted bezels, or Anchor "B" counterpoise, or other garish "���P" on a Heuer... Yes you might see a gold case, or a gold dial, but that's about it... Tool Watch. You could get a watch to suit your particular need: manual/automatic, Tachy, diver, GMT, Slide Rule. You choose your tool watch to fit your real-life application.

  So I would add: Tool Watch...

  Heuer's take on design (which also reflects both of the above)... Form follows function... Other firms pursued Jewelry watch selling points, portrayed themselves at a status symbol, Heuer didn't switch from plain to twisted lugs, or follow the style of the month mindset. I can't imagine a "Heuer Botique"... But I can see a Heuer Dealer or Distributor selling Heuer Watches or Stopwatches out of a trailer in the Garage Area of a Race Track or Drag Strip. There was also a lack of pretention in Heuer's Ad's. Here's our products, here is what we feel they are best suited for, maybe you're looking for something like this, if so, consider us.

  So I would add: We are what we are...

  I think that one of the reasons why there is a schism between Heuer and TAG-Heuer camps is that TAG-Heuer distanced itself from all three of the points I mention: Motorsports, Tool Watches, and unpretentiousness. Many old time Heuer fans, can't get past that. I can understand that. But I remain among the crowd that would much rather have a live, breathing, thriving and profitable TAG-Heuer, than a bankrupt, foreclosed and largely forgotten Heuer. For that was the choice that the firm was at in the mid 1980's...

  -- Chuck