£1,450.00
In 1970, Heuer successfully introduced its line of automatic chronographs—including the Autavia, Carrera, and Monaco—while continuing to offer models powered by traditional Valjoux movements. However, as Japanese manufacturers began producing more affordable quartz watches, it became clear that Heuer needed to introduce lower-cost chronographs, particularly to attract younger buyers. At the time, its automatic chronographs featuring the Calibre 12 Chronomatic movement were priced around $200, a premium price for the era.
To meet this demand, Heuer developed an entirely new collection—the Easy Rider. Designed with a bold, 1970s aesthetic, the Easy Rider blended elements of popular culture (and counterculture) with the allure of a charismatic motorsports hero. Released in 1973, the Easy Rider was priced at just $50—a fraction of the cost of the Calibre 12, Calibre 15, or manual-winding Valjoux models.
Despite the appeal of its inspiration, drawn from the movie Easy Rider and the dashing Ferrari driver Jacky Ickx, the watch itself faced mechanical challenges. As a result, the Easy Rider failed to achieve the success Heuer had envisioned. However, this episode highlights Heuer’s strategy of merging popular culture with motorsports to market its watches. One can only wonder how successful the Easy Rider might have been if its mechanical performance had met Heuer’s usual quality standards.
| Case Size | 44mm (excluding crown) |
|---|---|
| Complications | Chronograph |
| Delivery | Watch only |
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1950’s Zodiac Regulator Chronometer in 18ct Rose Gold
