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Lot Essay
In 1972, Heuer collaborated with the Brown & Williamson Tobacco Company to produce a version of their Autavia chronograph, which could be purchased for $88 versus the standard retail price $200 when the end of a carton of their Viceroy cigarettes was sent to their headquarters.
While many examples of the Viceroy Autavia were produced, due to their affordable nature the majority have not been maintained in the best of condition. The example offered here today is exceptionally rare due to its razor sharp case, while wearing a few scratches that indicate it has been worn. The movement shows no signs of servicing and it is believed that the case back had never been opened until the review by Christie’s, backed up by the fact that the original rubber gasket was in place which had turned to a sticky mush as sometimes happens with seals from this period. But what perhaps makes it most exceptional is that it comes complete with the original Heuer box, numbered Heuer swing tag, and Heuer guarantee booklet confirming sale by Viceroy, Louisville, Kentucky on December 18, 1972, less than two weeks before the promotion ended. Only a few are known to the market with the original guarantee booklet noting the Viceroy sale, making this an exceptionally special piece.
While many examples of the Viceroy Autavia were produced, due to their affordable nature the majority have not been maintained in the best of condition. The example offered here today is exceptionally rare due to its razor sharp case, while wearing a few scratches that indicate it has been worn. The movement shows no signs of servicing and it is believed that the case back had never been opened until the review by Christie’s, backed up by the fact that the original rubber gasket was in place which had turned to a sticky mush as sometimes happens with seals from this period. But what perhaps makes it most exceptional is that it comes complete with the original Heuer box, numbered Heuer swing tag, and Heuer guarantee booklet confirming sale by Viceroy, Louisville, Kentucky on December 18, 1972, less than two weeks before the promotion ended. Only a few are known to the market with the original guarantee booklet noting the Viceroy sale, making this an exceptionally special piece.