Heuer. A stainless steel chronograph square wristwatch

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Lot 1043
Heuer. A stainless steel chronograph square wristwatch

Sold for HK$ 38,125 (US$ 4,869) inc. premium
Heuer. A stainless steel chronograph square wristwatch
Model/Reference: Monaco, Ref. 73633
Year: Circa 1970
Calibre: Automatic
Dial: Grey, signed
Case: 40mm, screw back, engraved 'Tool No.033', signed
Strap: Black leather, associated steel buckle

Footnotes

  • 豪雅,「Monaco」,精鋼計時自動腕錶,約1970年。

    The Heuer Monaco was revolutionary with its square case design and during the same period Heuer started to experiment with square shaped watches, a case maker, Piquerez, showed his new waterproofing system, where four notches clipped into the back of the case and through tension was able to create water resistance. With this new patented technique, Heuer negotiated with Piquerez for exclusivity. The Monaco would be the first square automatic chronograph with a water-resistance watch case.

    Jack Heuer searched for a name that would appeal to the chic, high-end crowd that would enjoy the new bold design, racing enthusiasts who would frequent places like Monte Carlo. Heuer had already developed the 'Monte Carlo' stopwatch, a legendary dashboard timepiece used for the 'Rally Monte Carlo' in the works Minis and Porsche 911's. He realized that "" Monaco"" would appeal to the elite market strongly appreciating the revolutionary chronograph.

    Finally the Heuer Monaco the world's first self-winding rectangular chronograph was introduced with simultaneous press conferences on the 3rd of March 1969, in Geneva and New York. Jack Heuer characterises this as the most important product launch during his career. The newly developed Cal.11 automatic movement used 17 jewels, an unbreakable mainspring, was antimagnetic, and had shock protection, but its most distinctive feature was the placement of the winding crown at the left side. A successful advertising campaign was highlighting that with an automatic chronograph, the user would touch the crown only for time setting.

    The current lot is the Monaco Ref. 73633 with a matte grey dial and black registers with red accented indexes and hands and houses the Valijoux calibre 7736, with the crown positioned on the right.
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