Are Heuer Watches a Good Investment?

The vintage watch brand you should consider investing in...


Heuer, known today as TAG Heuer, have been a prestigious Swiss watch manufacturer since 1860, and their watches have generally maintained their value since. With collectors looking outside the realms of Rolex and Patek Phillippe for luxury watch brands to invest in, there has been an increased appetite for vintage Heuer models, particularly rare 1960s models such as the 1969 Monaco, and as a result the value of those watches has steadily risen. 

As well their aesthetical and technological mastery, here are a few reasons why vintage Heuer watches are such a popular investment for watch enthusiasts across the World.


Heuer Monaco chronograph, worn by Steve McQueen in the filming of Le Mans, sold at Phillips for $2,208,000 in 2020

Credit: On The Dash

Motorsport Partnerships and Collaborations

When looking for a good brand to invest in, it is always reassuring to see that a company has partnerships and associations with other reputable companies. One of the reasons Heuer finds itself on the list of some of the most sought-after timepieces in the world is because of its deep-rooted affiliations with leading motorsport brands. These associations stem back to the 1950s and 60s, and have played a key part in Heuer’s journey to becoming a widely recognised sports brand.

Timing was everything in the formation of Heuer's automobile and racing partnerships, making a name for themselves during the industry's golden age. The 1960s were a glamorous time in motorsport, with many of the industry’s biggest names representing the Heuer brand with their wristwatches and dash chronographs. It was one of the most significant periods of Heuer's history, and an important stepping stone into other sporting worlds. 


A 1970 Heuer Autavia Chronomatic Model, sold at Christie's New York for $77,500 in 2017

Credit: Christie's

Innovative Design

It is the technological prowess and unrivalled precision of Heuer timepieces that make them such a reliable investment. Founded by Edouard Heuer in 1860, their famously avant-garde techniques have made them pioneers in the world of Swiss watches. Indeed, it was Edouard who first patented the oscillating pinion function that is still regularly used in luxury chronographs today. In 1916, their ambitions pushed them to release The Mikrograph, a chronograph with the ability to measure time with the precision of 1/100th of a second, 10 times greater than other models of its day.

During the 1950s and 60s, under the leadership of CEO, Jack Heuer, Heuer played an important role in the advancement of motorsport and aviation, using each new achievement as motivation to keep enhancing the quality and capability of their chronographs, providing unparalled time precision technologies. Their invention of the first water resistant case in this period, expanded their influence into other sports such as sailing, skiing, and athletics, as well as enabling their timepieces to be used by scientists and pilots, working in various challenging conditions.

Under the management of Jack, Heuer continued to be one of the most innovative watchmakers in the industry, becoming a trailblazer in the sport watch world. It is the pieces manufactured during this period that are  most collectable today due to the brand’s reputation at that time.


A 1960s Heuer Carrera Dato ref. 3147S

Sold for £2,600

Modern Revivals by TAG Heuer

One of the biggest factors that has contributed to the demand for vintage Heuer watches in recent years, is the exposure TAG Heuer has given to the vintage market through their modern re-editions of Heuer’s most iconic timepieces. 

In a proud celebration of its ancestry, TAG Heuer have released a number of successful re-edition series in recent years, boosting the demand for rare original models and subsequently creating a lively market for vintage Heuer. An example of this is the release of the Carrera Re-Edition series that was such a success that original 1964 models became highly sought after and collectable pieces.


1969 Heuer Skipper ‘Skipperera’, sold at Piers Motley Auctions for £60,000 in 2017

Credit: Watchpro

A Watch Worth Investing in: Heuer Camaro

If you are a collector who loves the sophistication and nostalgia of a vintage Heuer timepiece, the Heuer Camaro is an excellent example of pre-TAG Heuer innovation.

For several years now, the Camaro has been one of Heuer’s most sought after vintage models, particularly amongst motorsport enthusiasts. Issued in 1968, Jack Heuer had been inspired by Chevrolet’s iconic car of the same name and wanted to make a wristwatch that would mirror the streamlined, dynamic, compact nature of the car. Like Chevrolet’s success with their Camaro in the motorsport world, Heuer’s new time piece would equally become linked to racing culture and grow to be an object of fascination for the young American market.


1960s Camaro, sold at Christie's Dubai for €9,807 in 2021

Credit: Collector Square


However, unlike the Chevrolet, the Heuer Camaro’s success was shorter lived and in 1972, it was discontinued after just four years, with Heuer releasing a newer and more developed range of automatic chronographs. Nevertheless, the short reign of the Camaro has meant that today there is low supply and an increasing demand. The Heuer Camaro has been an underated yet superlative watch since it was issued, but watch experts predict that it could be the next of Heuer's vintage underdogs to soar in the market over the next couple of years. Currently selling at relatively modest prices, now could be a great time to invest.



The History of Heuer Watches

Do you have a Heuer watch you are keen to sell?

 We market to a global audience of collectors who are eager to bid for the most desirable luxury watches.

Any submission you make will be carefully assessed and if we feel we can sell your watch, we will gladly provide you with a complimentary auction estimate. 

Click here to see some of the many Heuer and TAG Heuer watches to have been sold by the team at Dawsons.

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