Here is a Carrera with the Indianapolis 500 logo, Chronosplit with Ferrari Logo, Carrera with MG Logo, and in the back we have the Rallymaster with Ferrari logo on Monte-carlo dial.

Here are two Heuers with two different Champion logos, in the back we have a Carrera with the Shelby Cobra logo, Carrera with racing helmet logo, and a Monza with Racing Mate on the dial.

ARRC — American Road Race of Champions

The American Road Race of Champions was the annual championship held by the Sports Car Club of America. The winner in each class received one of these Heuer Camaros.

Autoweek / Competition Press

This Carrera dial displays the logo of the magazine, “Competition Press and Autoweek”, which is profiled here. The logo incorporates the black-and-white checked helmet of Jean Behra, who raced motorcycles and automobiles, in the 1950s, before being killed at AVUS (Automobil-Verkehrs- und Übungsstraße), in 1959.

Chuck Maddox has done some research and determined that the “helmet” logo on this Carrera is for the Magazine “AutoWeek/Competition Press” from the 1960’s and 1970’s.

Audi Sport

Beechcraft

In 1975, Beechcraft, a manufacturer of private aircraft, offered Calculator chronographs through its dealers. The chronographs were offered for $225, with production limited to 500 watches.

Champion

Ferrari

Indianapolis Motor Speedway

Over the years from 1909 to 1993, the Indianapolis Motor Speedway hosted only one race per year, the Indianapolis 500.  Since that time, the Speedway has been the site of races sanctioned by Formula One, NASCAR, International Race of Champions (IROC), and various motorcycle and vintage races.

The Wings and Wheel logo of the Indianapolis Motor Speedway dates to the origins of the racetrack.  We see the Wings and Wheel logo of the dial of several Heuer timepieces, as follows:

  • two register Heuer Autavia chronograph, with a unique silver-white dial, in the second execution Autavia Reference 3646 case
  • Heuer Carrera 45 Dato chronograph, first execution, with silver dial and registers
  • Heuer Carrera 45 Dato chronograph, second execution, with black dial and white register
  • Heuer 52 millimeter stopwatch, with 3-minute capacity and 1/100 second indication, Reference 503.220; shown in 1968/69 Heuer catalog (page 4.1).

We believe that the Autavia chronographs were ordered by Tony George, the owner of the Speedway in the 1960s, and given as gifts to his friends and business associates.  With respect to the Carreras and the stopwatches, we do not have any evidence suggesting that these timepieces were awarded as prizes to racers or entrants in the Indianapolis 500 race, or otherwise presented to VIPs.  My best guess is that these timepieces were ordered by the gift shop at the Indianapolis Motor Speedway and sold to members of the public.

Mercury Cougar

In 1967, Mercury, a division of Ford Motor Company, entered a Mercury Cougar in the Trans Am racing series. Here is an excellent recap of the Cougar’s Trans Am season, which turned out to be its only season in the series. You can see additional photos of this Carrera HERE.

MG

MG — the British carmaker — was a regular customer of Heuer in the late 1960s, and MG ordered Carreras for its dealers on several occasions. The “MG” logo and, in some instances, the name of a dealer’s salesman or other employee, was added to a normal Carrera dial by a company in Lancaster, Pennsylvania. The dial was removed from a stock Carrera, send to the company in Lancaster, and then returned to Heuer, for delivery upon the instruction of MG.

Motor Age

Motor Age was a magazine published by Chilton Company, Philadelphia, Pennsylvania, for the automotive service industry.  Chilton was well-known for publishing automotive manuals, for those working on automobiles, and Motor Age was a monthly magazine for automotive repair shops.  Motor Age covered a broad range of topics of interest to repair shops.  Reviewing issues from the mid-1960s, we see articles with advice on topics such as improving automotive paint jobs, how to sell automotive services in the pre-vacation season, and how to care for the front-end (with a focus on ball joints).  The subscriber base of Motor Age included automotive repairs shops around the United States; advertisers included companies that supplied parts and equipment to these shops.

With the target audience of automobile mechanics around the country, Motor Age also included articles about auto racing, with regular columns covering NASCAR and Indy car races.  For several years, Motor Age presented driver and mechanic of the year awards, with the winners receiving Heuer Autavia chronographs. Motor Age also presented Heuer Autavia chronographs to the racers recording the fastest qualifying times at various races, including the Indianapolis 500.  The following are among the Heuer Autavias that we have seen, with the Motor Age logo on the dial:

  • Marvin Panch, Heuer Autavia Reference 3646 (first execution case; second execution dial), awarded for fastest qualifying time in the 1965 Atlanta 500 stock car race.
  • Mario Andretti, Heuer Autavia Reference 3646, awarded for fastest qualifying time for the 1966 Indianapolis 500
  • Mario Andretti, Heuer Autavia Reference 3646, awarded for fastest qualifying time for the 1967 Indianapolis 500
  • Tony Adamowicz, Heuer Autavia Reference 3646, awarded for being the 1968 Sports Car Club of America (SCCA) Driver of the Year (driving a a Porchse 911)


Parmalat

Parmalat is a global daily and food corporation, headquartered in Italy.  Parmalat was a sponsor of the Brabham Formula One team from 1977 to 1984, and also sponsored various other teams in the 1990s.

Racing Mate

This series of black PVD Monzas (Reference 150.501) was made for Racing Mate, a seller of racing accessories in Japan. Racing Mate also sponsored race cars in Japan.  Here is a posting covering the history of Racing Mate.

Shelby Cobra

According to the son of a former field sales manager for Shelby (Northeast Region of the U.S.), the Carrera 45 Dato (shown immediately below) was is of two dozen that were commissioned for the 1968 New York Auto Show. The 68 Shelby Mustangs were introduced at that show. The Sales Manager picked up the watches from a Manhattan jeweler the day the show opened and the watches were given to Ford dealers and other VIPs at the show.

Simoniz

Simoniz produced wax and other products for washing and waxing cars.

Sunray DX

Sunray DX was the oil company sponsor of Corvettes that raced in endurance races such as the 12 hours of Sebring and the Daytona 24 hour race.

Volvo

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