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The PVD Monaco
The 740303N Monaco possibly looks as modern today as it did in the late 1970s when it was produced!
Such a cool watch and although originally dubbed "Black Beauty" by a collector back in the early days of Heuer collecting, the "Dark Lord" moniker better gets across just how stealthy this watch really looks.
740303N Monacos tend to come in two condition gradings, very well worn and in what collectors may call "new old stock" condition, but not very often in-between. The case and dial design, whilst striking is not ideally suited for every day wear. The black finish can wear easily revealing glimpses of the steel case below and the long hour lume markers, whilst visually appealing break very easily and are definitely not shock resistant! As mentioned above the market was tough in this timeframe and many Heuers remained unsold either at dealers or as old stock at distributors and ex Heuer watchmakers, and it is mostly those examples that have filtered into the market over the years as "new old stock" examples.
What should you look out for when buying a "PVD" Monaco? Like all vintage Heuer Monacos the seal was and still is prone to melting, so dial edges can be tarnished by this rubber fatigue. This is such an issue that I know some collectors take their seals out whilst they are storing them! Also note that the serial numbers are especially hard to read on mint examples. Essentially Heuer was using up remaining cases from the steel 740303B and G versions. They were then treated to the coating process on top which meant the original serial numbers are beneath this coating. Mint original examples require bright light a strong loupe to read, but the serial numbers are more easily read on cases where the coating has become thinner due to wear. There are some modern Re PVD cases out there, the modern process for which is sandblasting the original case to allow the black coating to adhere, this blasts away the original serials. The modern finish is different to the original, in thickness, texture and look, but it can be subtle to the untrained eye so if in doubt ask an expert!
How many were made? My extensive research of Autavia, Carrera and Monaco serial numbers, reveals that the serial allocation span for the 740303N Monacos is less than 500 units. Whilst not all will have been produced the majority of areas within the serial range is populated and so 300-400 seems reasonable. They tend to range in the 2560xx - 2565xx serial range, but I have noted several outliers earlier than this. Interestingly there were roughly the same number of 740303 B and G Monaco variants produced (a blue dial and grey dial respectively) so although those references are nowhere near as desirable, they are just as rare.
How much is the Dark Lord "PVD" Monaco worth? It is one of those watches where "new to market" watches have been regularly found each and every year since I started collecting Heuer in 2008, so it is perhaps not quite as rare as we thought when one sold for £48,000 back in 2010 at the Bonhams sale. Back then it was described as "one of only a handful" but I have now noted around 40 serials for this reference in collectors hands and there will inevitably be some I have not captured. I would suggest the valuation range today (based on recent past auctions and several collector to collector sales) is between £15000 for an entry condition example, showing wear to the case and dial to perhaps as much as £45000 for one in truly mint condition.
If you wish to learn more about the 740303N "PVD" Heuer Monaco and indeed the vintage Monacos in general then click the button below to buy the only book on the vintage Monaco, the Heuer Monaco Design Classic
book. It contains beautiful hi-res pictures and important collector data on all original Heuer production examples.
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