Longitude -- Coverage of Vintage Heuers on Christie's Watch Blog

Last summer, I became a contributor to “Longitude“, Christie’s blog about watches.  One year later, it’s interesting to compile the postings about vintage Heuers that have appeared on Longitude.  The following provides an overview of these postings, most of which were written by Meehna Goldsmith, the Editor of Longitude, although I am happy to have added a few postings along the way.

Christie’s conducts six major auctions per year, and has also recently opened its “Private Sales” division.  It’s great that Christie’s is paying attention to the vintage Heuers.  Of course, Meehna’s personal passion and respect for the brand also explains the very favorable coverage!!

Here are summaries of nine of the Longitude postings that have focused on the vintage Heuer chronographs.

The King of Cool’s Heuer Monaco “Beauty Watch”, Meehna Goldsmith, July 31, 2012 — Meehna provides a preview of the auction of the Heuer Monaco that Steve McQueen wore for the “beauty shots” during the filming of Le Mans.  The next day, this Monaco sold for $799,500, a hammer price of $650,000 plus a buyer’s premium of $149,500 (23 percent).

Steve McQueen's "Beauty Watch" from Le Mans  Steve McQueen's in Le Mans

The Black PVD Heuer Monaco – Style and Mystery Combine to Create the Most Valuable Vintage Heuer, Meehna Goldsmith, August 20, 2012 — In December 2010, a black PVD Monaco achieved the distinction of the highest price paid for a Heuer chronograph at auction — other than a couple of Monacos worn by Steve McQueen himself — with a sale price of $74,700.  In this posting, Meehna provides an overview of the Black PVD Monaco, explaining the history of the model, considering the mysteries surrounding its production, and discussing the current market for this model.

Heuer Black PVD Monaco Reference 74033N

The Chronomatics — Rarest of the Vintage Heuers, Jeff Stein, September 13, 2012.  Introduced during the Summer of 1969, Heuer’s very first automatic chronographs had the word “Chronomatic” across the top of the dial, with the name of the model below (Autavia, Carrera and Monaco).  In this posting, I provide an overview of Heuer’s Chronomatics, and describe how many (or how few) we have seen in today’s market.

Chronomatic Monaco  Chronomatic Movement

Innovation and Inspiration — Zenith and TAG Heuer Update Their Icons, Jeff Stein, November 26, 2012.  Watch brands face a challenge as they use the names and imagery of their classic models, to sell watches to today’s customers.  In this posting, I provide an overview of how TAG Heuer and Zenith have successfully developed new versions of two of their legendary chronographs —  the Carrera and the El Primero.

Three Carreras

Putting Together a Collection: Watches to Consider, Meehna Goldsmith, December 3, 2012.  Christie’s advises its clients in creating their collections, whether these clients have a budget of several million dollars or a few thousand dollars.  In this posting, Meehna describes seven watches that might be interesting additions to a collection; first on Meehna’s list is the “Viceroy” model of the Heuer Autavia, produced in 1972 as part of a promotion for the Viceroy cigarette brand.

Heuer Autavia Viceroy Model

Happy Birthday to You! OnTheDash.com Turns 10, Meehna Goldsmith, February 11, 2013.  OnTheDash has been on the web for 10 years, and Meehna marked the occasion by asking me a few questions about the website.  Indeed, when I launched the website 10 years ago, I would have never imagined that an interview with Christie’s would be part of the birthday celebration.  It’s been a great 10 years!!

Dashboard Group

Mick Jagger Sported TAG Heuer: The Best Advertising Money Can’t Buy, Meehna Goldsmith, March 4, 2013.  Today, we are accustomed to seeing celebrities and athletes sporting fancy watches, but before there were these “ambassadors”, there were the cool folks wearing the cool watches.  In this posting Meehna traces the history of Mick Jagger’s vintage Heuers — the Carrera (circa 1972) and an Autavia (circa 1975) — and points out that TAG Heuer has found some great imagery for the Carrera’s 50th birthday theme of cool, creativity and even revolution.

Mick Jagger Wearing Heuer Autavia, 1977

The Collectors Guide to Vintage Heuers — Autavia, Carrera and Monaco, Jeff Stein, June 28, 2013.  In the first of a three-part series covering Heuer’s “Big Three” chronographs of the 1960s and 70s, we provide an overview of the Autavia, as well as some recommendations of particular models that may be of interest.  So whether you are considering a “plain vanilla” Autavia, or something more exotic, this posting will make some recommendations for the collector.

Autavia, Carrera, and Monaco

Heuer Carrera:  A Hidden Treasure Found at Christie’s, Meehna Goldsmith, July 19, 2013.  Christie’s opened its “Private Sales Department” for watches during the week of July 7, 2013, and among the first 20 watches offered for sale was this vintage Carrera, Reference 2447 NT (black-on-black dial with Tachymeter scale).  As fate would have it, I ended up buying the watch, but not for my own collection.  This one will be going to the TAG Heuer Museum, in La Chaux-de-Fonds, Switzerland.  Meehna asked me some questions about this rare Carrera, and how it will end up going to the Museum, rather than into my own collection.  

Carrera Reference 2447 NT  Heuer Carreras -- Ref 2447N and 2447NT

It’s been fun working with Meehna and her colleagues at Christie’s on these postings about the vintage Heuers, and we are looking forward to even more coverage in the second year of this collaboration!

Jeff Stein
July 19, 2013


Heuer Logo (White on Black)