In the mid-20th century, Sears, Roebuck and Company (commonly called “Sears”) was the largest retailer in the world. Sears had retail stores throughout the United States and a booming catalog business, supported by its 350,000 employees.

In many senses, the growth of Sears during the 20th century was fueled by the increasing popularity of the automobile, with the company building stores wherever American consumers might be inclined to visit them  Sears established the Allstate Insurance Company, and automotive parts, accessories, tools and service were an important business for Sears.  Sears used the “Allstate” name for a broad range of automotive products. Heuer produced chronographs for Sears under the “Tradition” name and dashboard timepieces under the “Allstate” name.

In the 1950s and 1960s, the Allstate name appeared on a wide range of products, including garage door openers, fire extinguishers, motor scooters and camper shells. Sears also offered a complete line of seatbelts, heaters, radios, and air conditioners, as these items were not yet standard equipment on automobiles.

Sears used the Allstate name for Heuers line-up of dashboard timers and chronographs, with the names of some of the models changed from the names used by Heuer.  For example, Heuer’s Master Time was labelled the “Rallyclock” and the Monte Carlo was sold as the “Winner”.  The names “Autavia, Auto-Rallye and Super Autavia were used by both Heuer and Sears, Roebuck.

Here are brief histories of Sears, Roebuck & Company and the Allstate brand.