Heuer Autavia Ref. 1163V 'Viceroy' - LNOS w/ Caseback Sticker

While the Carrera gets all the attention, the Heuer Autavia is actually the ‘OG’ Heuer. A combination of ‘Automotive’ and ‘Aviation’ - the Autavia line originally started as dash mounted rally timers made for motorsport and aviation applications. It was not until the early 1960s that first Autavia wrist chronographs came around. The first generation Autvaia, the Reference 2446, utilized screw-back cases and the venerable Valjoux 72 manual-winding movements, while the second generation case with used a snap-back case or ‘Compressor’ Case - hence the model shift to 2446C.

This watch, however, is a third generation ‘cushion case’ Autavia, which was the first to get Heuer’s Cal 11 automatic winding chronograph movement. When you think of an Autavia, theres a good chance that this is what comes to mind.

In additional to the case design that has become synonymous with the Autavia name, this piece in particular also has a fascinating story in that it was the watch that saved the Heuer brand!Yes, you read that right. During the 1960s, Heuer had cemented its reputation with auto racing, but were still struggling to sell chronographs. So when cigarette brand Viceroy came to them seeking a collaboration on a seven-month promotional offer, they jumped at it. Anyone who bought 10 packs of cigarettes were to be extended a special price of $88 for its Autavia chronograph — which was typically a $200 watch! As is still the case, cigarette brands had incredible marketing reach and budgets that far exceeded a watch manufacturer, therefore could bring the Heuer brand to an entirely new segment of the American market.

On Heuer’s end of the bargain was the Autavia ref. 1163V model. The brand based the model on the standard Autavia ref. 1163, which featured red painted hands and 12 numerals in the left register. It was typically fitted with a tachymeter bezel, but many examples were fitted with a bezel featuring both hour and minute markers. It was not uncommon for buyers to request a bezel change; many examples of this same reference are seen fitted with this type of bezel. Our friends at HODINKEE wrote an incredible full-length story on this marketing promotion and you can more about it here.

It remains in virtually unworn condition, showing only what appears to be handling wear. The dial is immaculate, with patinated Tritium plots and a matching handset. The correct 'fluted' pushers, correct signed crown, and correct bezel assembly with a black insert are all present. It also comes fitted with a period correct stainless steel 'beads-of-rice' bracelet with the correct HLF end-links.

Of course, powering this piece is a legendary Calibre 12 automatic-winding chronograph movement with a date at the 6 o'clock position.

While not an outright rare Reference, an example like this in as close to new-old-stock as one could ever hope to find, do not surface often — possibly never again.

It quite simply does not get better than this.