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Following the 2017 revival of the collection, TAG Heuer is proud to unveil the latest re-issue in the Autavia line. The TAG Heuer 1972 Special Re-Edition Autavia is the special re-issue of the chronograph Jack Heuer used to breathe new life into the TAG Heuer brand and marketing strategy in 1972.
An unlikely partnership between Heuer and the Brown & Williamson Tobacco Company led to the success of Heuer chronographs. In 1971, both companies were struggling to make sales – smoking had been indisputably linked to cancer and Heuer retailers were having a difficult time explaining the complicated Autavia chronograph to potential buyers. The two companies joined forces to offer a special promotion for cigarette smokers. The Brown & Williamson Tobacco brand, Viceroy, would feature a coupon for an $88 Heuer Autavia Automatic (originally retailed at $200) on the end flap of the cigarette carton. At the time, Viceroy was struggling to target a more masculine audience and so in partnering with Heuer – a brand that racing fans associated with their favorite drivers – the hope was to improve their image. Sales of the $88 Heuer Autavia Automatic took off and Heuer was soon selling nearly a year’s worth of chronographs every two weeks. The inflated budget Viceroy had for this advertising campaign ultimately led to greater brand awareness for Heuer and sales of other chronographs began to greatly increase.
Today’s re-issue features the classic black dial and twin white counters present in each of the early issue Autavias. More imposing than its predecessor, the 42mm case is affixed with a 12-hour scale bi-directional turning bezel and carries the Heuer 02 Calibre proprietary chronograph movement. Its functions are tailored to modern requirements and include a self-winding calibre, power reserve of 80 hours, date at 6 o'clock, and water resistance to 100 meters.
TAG Heuer is an extraordinary company which has continually revolutionized watchmaking since its creation back in 1860 by the young man, Edouard Heuer, aged just 20 years old. There have been major technical revolutions such as the oscillating pinion in 1887, aesthetic revolutions embodied in iconic models such as the TAG Heuer Carrera launched in 1963, and commercial revolutions that very quickly brought us legendary ambassadors such as Juan Manuel Fangio.
But what really sets TAG Heuer apart is the exceptional quality of its watches and chronographs, of which we as a company are immensely proud. Reliable and robust, these objects are a joy to own and wear, and they form part of our everyday lives. What more could a watch manufacturer ask for?