Throughout the 1950s, 1960s and 1970s, Heuer produced chronographs, stopwatches and dashboard timers on a “private label” basis, meaning that the timepieces were sold under the names of other brands. Typically, another brand entered into such an arrangement with Heuer because the brand wanted to offer a line of chronographs, but did not itself have the capability of producing chronographs. In some instances, the timepieces sold by these other brands were less expensive than the comparable Heuer models, so that collectors call them the “Poor Man’s” Heuers. Examples of these lower priced brands include Zodiac, Hamilton and Clebar.
In this section of OnTheDash we cover the timepieces that Heuer produced for other brands.
We do not include companies for which Heuer produced “co-branded” watches, meaning that the name of the other company appeared on the dial, together with the “Heuer” name. Examples of such co-branding include “Casa Masson“, the Brazilian jewelry retailer, and “Turler“, a Swiss watch and jewelry retailer.