The Dawn of Heuer Dive Watches: How A House of Chronographs Saved Itself By Embracing The Depths
Few other watchmakers enjoyed as much success and cachet as Heuer, especially during the fervent 1960s and 1970s. Not only had it launched one of the world’s first automatic chronographs, but it pushed the envelope on modern design with midcentury-cool chronographs like the uniquely square Monaco. Heuer was riding high on the glamor of Grand Prix: the Heuer shield was as indelible to the backdrops of Monza and Le Mans as Ferrari, Porsche, and McLaren themselves as the official timekeeper of Formula One. But, inevitably, the quartz revolution came for Heuer. Jack Heuer was the third-generation CEO of the company that bore his name, and he had been a savvy marketer, personally hawking chronographs to drivers like Jo Siffert and Nikki Lauda. By the 1980s, however, he found himself backed into a corner, and in 1982, he was forced to sell the company to Piaget and Lemania-a humiliating low point in his life, as he recounted in his autobiography. Yet, before he departed, he gave Heuer one saving grace. In 1979, he commissioned Heuer’s first dive watch, the Professional Series. At a trade show Jack had overheard a brief conversation about the unreliability of existing dive watches, and he aimed to emulate Rolex’s success with the Submariner and Sea-Dweller. (Incidentally, Rolex owned half of Heuer’s stock market shares, and nearly took over the company around this time.) Photo by Blake Rong Heuer had spent the decade building an electronic timing division, which b...
