Heuer for American Express

Posted by: David Chalmers   |   9 April 2011   |   10 Comments  

A couple of weeks ago I had the chance to look around the TAG Heuer museum in La Chaux de Fonds and caught sight of this unusual gold Heuer from the early 1980s. The watch is a special edition that Heuer made for American Express card holders in 1980, featuring the then-new ETA Flatline II quartz movement.

While this is not exactly one of Heuer’s most beautiful creations, I was keen to find out more about this intriguing model. Heuer has always been about sports watches and Chronographs rather than dress watches, but by the time 1980s came around, Swiss watch companies were happy to sell any watch so long as it generated some income- those were tough times.

Not only is there one of the watches in the museum, but it also has the original sales brochure to tell the story of the watch, which was never sold to the public.

American Express Catalogue

Below is a copy of the catalogue sent to US American Express cardholders in 1980. As well as highlighting the ultra-thin 68mm gold-plated case and the advanced ETA movement, the catalogue also states the price of USD 295- about the price of a 1000 diver from around the same era.

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