It must have been relatively simple back in 1962, when Jack Heuer decided that the name “Autavia” would now be used for a wrist chronograph. There was no online community of passionate collectors and there were no discussion forums, Facebook groups, Instagram hashtag or other social media. There were no “influencers” to suggest what the rest of us should think of the new Autavia chronographs (or Heuer’s decision to “re-use” the Autavia name). And so Jack Heuer made the decision, and 57 years later, most would agree that it all worked out pretty well for the company.
While I'm not immune to the irony of what I'm about to say, this sums up just about everything that's wrong with watchcollecting (and actually a lot more besides) these days. We all know that if there was just one vintage 3 handed Autavia then that would be justification enough, because as we know '
everything that was decided fifty years ago was unquestionably right!'.
Bottom line, if people don't like them then they won't sell, if they don't sell they'll disappear and order is restored. But what if people do like them? Are they idiots because they don't understand the history of the brand? Judging on the photos I'm not going to like them much, but that view is based on aesthetics rather than history. What would the internet have thought of the Monaco 69 back in the day I wonder?
