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

Thanks for the interesting response.

: 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.

Yep, this is probably one of the greatest assets of the brand. And the main reason for entering the Heuer realm for many Heuer lovers.

: In addition, Heuer has a reputation (especially
: in the 1950's-1970's of being a tool watch.
: ...[...]...
: So I would add: Tool Watch...

See last paragraph...

: I can't imagine a
: "Heuer Boutique"... 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.

You are painting with words here Chuck!
This little hypothetical example says more about the philosophy and the values of the brand than a whole book about Heuer. Great point.

: 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 never thought of this. I like old Heuer ads but I never analysed their approach. After you mentioned it, I started thinking of it and I have to agree. While trying to recall some old Heuer ads, they reminded me of some old VW ads. The ads of both brands had the same approach, even aesthetically. And guess what... VW was back then THE "tool car"!

(The "Snow Plow" is considered as one of the greatest TV commercials ever:
"Have you ever wondered how the man who drives the snow plow drives TO the snow plow? This one drives a VolksWagen. So stop wondering.")

VW print ads...