Founded in 1886, by Richard Warren Sears and Alvah Curtis Roebuck, Sears, Roebuck & Company, is an American chain of department stores. At its peak, in the 1960s, Sears was the largest retailer in the world, with stores in cities and towns throughout the United States. In addition to operating retail stores, Sears published large catalogs that were distributed to almost every household in the country.
Sears catalogs and stores offered a broad line of clocks, watches and stopwatches, with the watches including both dress and sports watches for men and women. In the 1960s, Heuer manufactured chronographs that Sears sold under the “Tradition” brand name, with most of these being Heuer’s “economy” models. In the 1970s, Heuer offered its “Easy Rider” model of chronographs, with a line of these chronographs also being sold under the “Sears Chronograph” name.
Heuer also produced some models of chronographs under the “Sears” name, for which there are no “Heuer” counterparts. These are invariably low-price models, that could be sold in the thousands of Sears, Roebuck stores around the United States.
Sears owned many of its own brand names, such as “Craftsman” for tools, “Kenmore” for its home appliances, and “Die-Hard” for automotive tires and batteries. In the 1950s and 1960s, Sears offered dashboard timers under the “Allstate” name.