Heuer’s relationship with Lemania in the early 1980s was brief, but intense. As the first part of the Heuer/ Lemania story detailed, Heuer was actually owned by a consortium involving Lemania for a few short years before being sold to TAG in 1984/5. This relationship explains why there were so many Heuer models using the Lemania 5100 movement in the early 1980s.
However what this doesn’t explain is why are there so many other brands that sold almost identical version of these Heuer watches. Based on the trusty formula of two-parts research mixed with one-part assumption and one-parts guesswork, the conclusion is perhaps surprising: Because for the most part, they were not Heuer designs in the first place.
Before explaining why many of these designs were likely owned by Lemania itself, its worth revisiting the basics of the way that Swiss watch industry was structured.
Cheers Arno
