Heuer Autavia Viceroy 42MM 11630 Circa 1970

The Heuer Autavia made its first appearance in 1962 as a revolutionary wristwatch, marking a pivotal moment for the brand under the leadership of its new CEO, Jack Heuer. While the watch itself was innovative, the name “Autavia” was not entirely new. It was borrowed from Heuer’s earlier line of dashboard timers, used in rally cars and aircraft. The name cleverly combines “automobile” and “aviation,” reflecting Heuer’s motorsport and aeronautical heritage.

The nickname ‘Viceroy’ originates from a marketing partnership between Heuer and the Viceroy cigarette brand. In an ambitious promotional campaign, Viceroy offered the Autavia 11630 at a significantly reduced price of $88 to customers who purchased a carton of their cigarettes. At the time, this was a remarkable deal for a high-quality Swiss chronograph. The promotion helped Heuer gain widespread attention, broadening its appeal to motorsport enthusiasts and style-conscious buyers alike. This collaboration firmly cemented the watch’s association with the Viceroy brand.

Beyond its fascinating backstory, the Autavia 11630 has a bold design but it’s a functional watch. Its cushion-shaped case, paired with the robust Calibre 12 automatic movement, is both practical and visually striking. The dial layout, featuring white sub-dials against a deep black background with vibrant red accents on the hands and markers, ensures excellent legibility while adding a sporty flair. The bi-directional rotating bezel was available in tachymetre or minutes/seconds variations. Our example is presented with the tachymetre bezel. The case measures around 42.5mm and is a little chunky but sits nicely on the wrist despite its size.

It’s a timepiece that embodies the partnership between precision engineering and daring (maybe risky) marketing—a snapshot of Heuer’s creative spirit during the 1970s. It’s also a testament to the brand’s connection with motorsport, a relationship that continues to define TAG Heuer’s identity today with TAG Heuer getting back into F1 in 2025.

The Autavia 11630 Viceroy remains a sought-after piece for vintage collectors. It’s not just a nod to Heuer’s illustrious past but also to the enduring appeal of thoughtful design and bold marketing. Whether appreciated for its historical significance, its connection to motorsport, or its striking aesthetics, the Viceroy stands as a timeless classic in the world of horology. It’s the kind of watch you can wear to a casual barbecue or a spirited drive along the Great Ocean Road, making it a versatile addition to any collection.

The case has remained unpolished, retaining its original finish. As shown in the photos, it displays signs of wear and hairline scratches.

The rally strap is in good condition. The bezel is a service replacement, but the original bezel insert is included.

The dial and hands are in flawless condition.