Heuer

In 1972 as Heuer was trying to work out the best way to support sales of the new automatic chronograph models, particularly in the US market, when an interesting opportunity presented itself. Brown and Williamson, the owner of Viceroy cigarettes, was trying to reposition the brand by positioning itself alongside motorsport, having seen the success of the strategy for Marlboro.

Having sponsored the Parnelli Jones Racing team for the Indy 500 that year with a superstar team of Mario Andretti, Joe Leonard and Al Unser, the car featured the distinctive red and white livery of Viceroy and ample logo placement all over the car. Of course, when aligning with motorsport there was one watch brand known in the period, and even today: Heuer.

So, a deal was struck where if someone were to send in the one Viceroy carton end flat and 88 USD, they would receive a reference 1163 Autavia, which would normally cost 200 USD. While there were a few small design variations versus the standard version, it was essentially the same watch, and although Heuer was not making money on the pieces sold during the promotion, the marketing opportunity could not be missed.

It is incredible to consider today a global renown brand partnering with a cigarette company, but it was certainly different times. These “Viceroy” Autavia models are an interesting part of watchmaking history and again show the indelible link between Heuer and the world of motorsport.