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March 2013

The market for vintage Heuers continues to be strong, with prices mainly static or moving north again on the rarest most desired Autavias. Supply, as is usually the case on Heuer, remains low and demand is increasing with still further movement into the “Heuer world” from collectors of other brands, especially Rolex. 

One reason is the strong connection with motorsport, with Autavia and Carrera in particular (and of course the McQueen legend on Monacos) being worn by many GP legends of the 60s/70s. When this is combined with the quality of build and design and the sheer rarity of many of the watches it is easy to see why the vintage Heuer fan club grows more popular each year. 


Not much has changed with the worldwide economic picture in the past 6 months and there is no doubt that at least some of the increase in values is down to “investors” seeking places for their money. For as long as the macroeconomic picture remains the same (and the consensus appears that the pattern of the past 5 years is unlikely to change significantly in the next 5) then I believe values on the best condition and most desired variants will continue to rise. Happily when the change does come, the very low supply on vintage Heuers will be a welcome stabilizer. 


As far as values go the Autavia market continues to be the strongest. With so many low dial production runs during the 70s, and arguably with the origin of the species 1962-64 early execution Autavias being the most beautiful vintage Heuer (well it is to my eyes!) it is easy to see why the focus is here. They are also in the sweet spot when it comes to size, 38-42 mm depending on which decade the watch hails from is right in the “ideal size” for today’s watch buyers, which can only add to the wide appeal. Prices on some of the rarest and most desired Autavias have increased between 10-15%, with some smaller increases on other model ranges (notably 2447 SN/NS). The focus more so now than ever is upon condition, with mint prices rising further than the rest, it is fair to say that the condition of the bezel remains paramount for top values, because sourcing mint condition or new old stock bezels is nigh on impossible. It is also key to check the serial numbers match the “expected” range that collector research has indicated should be the norm, because it is all too easy to buy an example that does not, and such watches will always be far less attractive to the seasoned collector and worth less. Better to seek some advice before buying than finding out after the purchase that the "details" are incorrect.


For the first time since inception the guide also sees some minor price falls, some of the less well known/collected models (under the “notable others” price guide tab) have slipped back such as the Fume and Bordeaux Silverstones. No doubt this is because collectors have focused elsewhere and this has led to some easing, whilst this rebalancing goes on. The 1133b Transitional and 74033b have also eased back, both much rarer than the std production 1133b (matt dial), but unless the dial is mint on the Transitional, demand is lower than the matt dial.


The next vintage Heuer price guide update will be September. If the seasonal norms are repeated, this will reflect a strong Spring and the usual Summer lull regards to activity. As for model specifics it would not be a surprise for the trends of the past 6 months to be repeated


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