Economy Series
It was only in 1962 (with the introduction of the Autavia) and 1963 (with the intorduction of the Carrera) that Ed. Heuer & Co. began using model names for its chronographs. Before the introduction of these named models, Heuer chronographs were known only by their reference numbers. For example, the Reference 346 model denoted a specific style of case that was available with a variety of dial and hand combinations, and so too with the case references 2443, 2444, 2543, etc. Concurrently with the introduction of the named Autavia and Carrera models, Heuer designated certain existing models of its chronographs as its "Economy" models, and the line-up of these Economy models was further developed during the 1960s and 1970s. These Economy models features the same movements as the named models, but the cases were often less expensive to produce, being chrome-plated base metal or gold-plated base metal, rather than the stainless steel or 14 or 18 karat gold used on the Autavia and Carrera models. We see the hierarchy of models and prices, for example, in the 1963/64 catalog, by comparing the four two-register models included in the catalog. Model 1963/64 Price "Economy" (Ref 3641) nickel chrome $60.50 Carrera (Ref 3647) stainless steel 69.50 Reference 404 stainless steel 79.50 Autavia (Ref 3646) stainless steel 99.50 With the introduction of the "Economy" models, it appears that Ed. Heuer & Co. became more active in manufacturing chronographs that would be sold under the names of other brands. Chronographs that appear to be identical to Heuer's Economy models were sold under the Zodiac, Clebar, Tradition, Aristo and Hamilton names, among several others. Collectors sometimes refer to these private label watches as "Poor Man's" Heuers. By contrast,the Autavias and Carreras cases were used almost entirely for these two models, with relatively few of the Autavia and Carrera cases used for the "Poor Man's" Heuers, for other companies. We note that the "Poor Man's" versions of the Economy models have the same reference numbers as the Heuers, and the serial numbers marked on the cases also fit into the sequence of the equivalent Heuer models. Guide to This Reference Table. Case Reference: These reference numbers were marked between the bottom (6 o'clock) lugs, on the dge of the case. Model Reference: "S" indicates a silver (or standard) dial, which looks white for some models; "N" indiactes a black (noir) dial; "T" indicates that the dial has a Tachymeter scale; and "NT" indicates that the dial is black, with a Tachymeter scale. Case: The cases for the "Economy" models used three materials: (a) chrome-plated base metal; (b) stainless steel; and (c) gold-plated base metal. The case-backs on all three models were made of stainless steel. Colors of Dial / Registers; Scale on Dial: The first color indicates the color of the dial and the second color indicates the color of the registers. Tachy scale indicates that there was a Tachymeter scale printed on the dial. Movement: Movements are Valjoux 92, 7730, 7733, 7734 or 7736. Registers / Capacity / Date: Number of registers includes running seconds and chronograph recorder. All dates are at 6 o'clock. Catalog Dates: Dates refer to catalogs published by Heuer. Many Heuer catalogs were dated with two years (for example, 1968/69); in such instances, the table below refers to the first year (for example, 68). "Not shown" means that this model was not shown in any Heuer catalog. Price New: Prices are retail prices, as shown in Heuer catalogs or price lists. Prices are for chronographs on corfam (artificial leather) straps (shown by "s") or stainless steel bracelet (shown by "b"). Serial Number Range / Band: Heuer did not record serial numbers of its chronographs at the time of production, or if they did record serial numbers, then these records do not survive. Accordingly, all serial number information presented in this table has been compiled by today's collectors, based on samples of the watches. Mark Moss and Jeff Stein, December 4, 2014 Copyright 2014; Jeffrey M. Stein, Atlanta, Georgia. All rights reserved.
Case Ref	Model Ref	Photo	Case	Dial / Register Colors; Scale	Mvmnt.	Registers / Capacity / Date	Catalog Dates	Price New	Serial Number Bands
Several Heuer chronographs were available in 1962 when these models were first seen and the concept of models with names had just been introduced, with the Autavia. However, most of the models are not easily ascribed to a specific series but we do see the introduction of these less expensive alternatives. It is usually only the base-metal cases with either nickel-chrome or gold plate that makes these cheaper -- the mechanicals are usually the same as the companion models, at this time the Reference 404 and Reference 2444. Unlike those watches, which had a number of special scales on the dials (Tachymeter, Decimal Minutes and Pulsometer), the "Economy" watches are specifically noted as only being available with "plain" dials (i.e., no scales). In this first execution (shown below), hands and marker sets are equivalent to the Reference 404 and Reference 2444, with the dauphine hands being the same style as used for the Reference 2444.
3641			Chrome-plated base metal	silver/silver	V92	2 reg; 30 min	62,63	$60.50 ('63)
3645			Gold-plated base metal	silver/silver	V92	2 reg; 30 min	62,63	$65.50 ('63)
At some point between 1963 and 1967, the Reference 3641/3645 watches were amended to use markers and handsets from their new companion watches, the Carreras. Hands are matchstick style, made of polished steel with luminous inserts.The case style remains as per the early 1960s model for thie second execution. Some Reference 3641 watches have appeared in the after-market badged "Carrera", but there is no evidence that these are original, nor does this make sensible business logic. The model does now become available with Tachymeter scales as well as the plain dial variant. Some models now feature a stainless steel case, rather that the chrome-plated base metal.
3641			Chrome-plated base metal	silver/silver	V92	2 reg; 30 min	67	$60.50 ('67)
3645			Gold-plated base metal	silver/silver	V92	2 reg; 30 min	67	$60.50 ('67)
The second series of these economy models appears circa 1970. The case largely continues to be base metal and is now more Carreraesque. However it is a relatively simple single-piece stamping, without the facets and cuts of the horns on the Carrera case. Dials are similar to contemporary Carrera dials, which would be the second execution models of the first generation Carreras. This model does now become available with the Tachymeter scales (showing 60 to 1000 units per hour), as well as the plain dial variant. Some models now feature a stainless steel case.
7721	S		Chrome-plated base metal	silver/silver	V7730	2 reg; 30 min	68, 70
7721	N		Chrome-plated base metal	black/white	V7730	2 reg; 30 min
7721	NT		Chrome-plated base metal	black/white; tachy scale	V7730	2 reg; 30 min
7723	S		Stainless steel	silver/silver	V7730	2 reg; 30 min
7725	S		Gold-plated base metal	silver/silver	V7730	2 reg; 30 min	68, 70
7725	N		Gold-plated base metal	black/silver	V7730	2 reg; 30 min
73321	S		Chrome-plated base metal	white/white	V7733	2 reg; 30 min	70 (CIM)
73321	T		Chrome-plated base metal	white/white; tachy scale	V7733	2 reg; 30 min	70	$65 (s); $80 (b)
73321	NT		Chrome-plated base metal	black/white; tachy scale	V7733	2 reg; 30 min	70	$65 (s); $80 (b)
73321	T		Chrome-plated base metal	white/black; tachy scale	V7733	2 reg; 30 min	not shown
73323	S		Stainless steel	white/white	V7733	2 reg; 30 min	70 (CIM)
73423	SN		Stainless steel	white/black	V7734	2 reg; 30 min; date	70 (est)
73325	S		Gold-plated base metal	white/white	V7730	2 reg; 30 min	70 (CIM)
73325	T		Gold-plated base metal	white/white; tachy scale	V7730	2 reg; 30 min	70	$70 (s)
73325	NT		Gold-plated base metal	black/black; tachy scale	V7730	2 reg; 30 min	70	$70 (s)
73325	NS		Gold-plated base metal	black/white	V7730	2 reg; 30 min	not shown
73623	T		Stainless steel	white/ black; tachy scale	V7736	3 reg; 12 hrs	not shown	--	1739xx
The third series appears on the heels of the second series, in 1971, and is already shown in the 1970s Chronograph Identification Manual. This time, the watch does have a stainless steel case, in all iterations, in a simple cushion design. It would appear to be the Economy companion watch to the second generation Carrera at this point, with the previous Economy series still on sale and briefly overlapping with these models. Dials have contrasting registers and also a contrasting Tachymeter bezel, as per the Reference 1153 Carreras.
73373	N		Stainless steel	black / white	V7733	2 reg; 30 min	71
73373	S		Stainless steel	white/ black	V7733	2 reg; 30 min	71
73473	N		Stainless steel	black / white	V7734	2 reg; 30 min; date	71
73473	S		Stainless steel	white/ black	V7734	2 reg; 30 min; date	71
After this, the Economy models became true series in their own right, with spiritual successors including the Easy Rider, Jacky Ickx and Monza models.