TAG Heuer Carrera 2447S (2447S 2)

Arno Haslinger's reference title "Heuer Chronographs" has long served as gospel for vintage Heuer collectors. The 81 vintage Heuers featured in the book, ranging from early Autavias to little-known Verona and Monzas, are pristine examples of the race-inspired watches. Most of these pieces are in new-old-stock condition, meaning they retain all original parts and have seen little time on the wrist. Haslinger's collection is considered the most important set of Heuers in the world.
 

It came as a great surprise to watch collectors when, in March 2010, Haslinger and Bonham's announced he would be selling his entire collection — every watch featured in "Heuer Chronographs" — to celebrate 150 years of TAG Heuer. Thousands of dedicated Heuer fans have ogled them in the book for years, considering them archetype examples. Additionally, TAG Heuer will be donating a unique Silverstone featuring Jack Heuer's signature on the dial. The proceeds from the sale of this watch will be donated to Green Cross International, an environmental charity that was founded in 1993 by Mikhail Gorbachev and to which TAG Heuer is affiliated through brand ambassador Leonardo DiCaprio.  

Included in the sale will be several exceedingly rare Heuers including a new-old-stock "Steve McQueen" Monaco, an Autavia still retaining its original tags issued to the Argentine Air Force, and several lots signed by Ferrari Formula 1 drivers Derek Bell and Niki Lauda.
 

Heuer and Motorsports
Haslinger said, "The connection between Heuer and motorsports is what makes these watches so unique. They are just as much a part of automobile history as they are watchmaking history." It was Jack Heuer who pioneered the relationship between watches and cars — an idea all too familiar today — when Heuer became the official timekeeper of the Ferrari F1 team. "Heuer was the only watch on the circuit back then; everyone wore one," Haslinger added. It only made sense that Steve McQueen would wear a Monaco during the filming of LeMans. 

One of the watches for sale, a PVD-coated Monza, even comes with an original booklet that officially declares Heuer the watch of the Ferrari team. This is probably the only written confirmation of the partnership between the watchmaker and the legendary racing team. 
In addition to the 81 watches, there are another 19 lots comprising various Heuer paraphernalia. Included are original advertising displays, stopwatches, racing helmets, and even a stock note from the original Heuer company.
 

NYC Preview
On the weekend of October 16-18, Bonham's presented the entire Haslinger collection in its New York Madison Avenue offices. Bonham's director Paul Maudsley said, "The interest has been incredible — this is such an important sale and we've seen people traveling from all over the United States to see these watches." A New York-based collector, said, "I wouldn't miss the opportunity to see these watches for the world."

Many attendees relished the idea of owning a piece of Haslinger's legendary collection. Randy Torres, a collector who doesn't yet own a Heuer, said "If you're going to buy a Heuer, you might as well make it the best of the best." Torres plans to bid on a small handful of the lots and was one of the many attendees who asked Haslinger to autograph a copy of his book — a true testament to the importance of the event. 

Haslinger, present at all previews, enjoyed walking through his collection with potential bidders and even explained the importance of every lot to TAG Heuer North America President Ulrich Wohn.  

"This is such a special collection," said Wohn, "one that really embodies what TAG Heuer is about."
 

December 15 Sale
Bonham's will display the entire collection at Salon QP in London November 11-13 and again in the days leading up to the December 15 sale. Interested parties can register for the sale at Bonham's and bidding will be accepted via paddle, telephone, and advance written bid.