So how should the brand mark this anniversary?

• Is there one watch that can adequately capture the 150 years of the brand? What would this one watch be? The Carrera seems to be "it" for the last 45 years, but what about the previous years, from 1860 to 1964 . . . what a shame it would be to miss those 105 years!

• What lessons might Heuer have learned from previous anniversaries? What about the watches from the 125th anniversary, in 1985? Can we learn anything from these models (shown below)? 1985 must have been a tough year in the watch business, and we do not see the collectors chasing these 125th anniversary models, do we?

• Maybe the 150th can only be adequately celebrated with a series of watches -- maybe a series of six watches, each a tribute to the spirit of a 25 year period -- an early wristwatch or chrono for 1915, a triple calendar captures 1940 and the Carrera 1965, but what about 1990? And how do we capture 2010?

• Could this be the time for the V4 belt-driven watch? Sure it's forward thinking, but is this the right way to mark an anniversary? Yes, we can celebrate innovation and cutting edge technology and style, but does the V4 adequately capture the heritage of the brand?

Jeff