IN-DEPTH: How The Number Three Cigarette In America Made Heuer A Household Name
“A tough year, 1971.” With these four words, Jack Heuer – then the 38-year-old President of Heuer Leonidas – opened the 1972 case study on his company by the Swiss business school IMEDE.The Heuer Time and Electronics Corp (HTEC), the American branch of the company, had enjoyed 11 consecutive years of increased sales heading into 1969. By 1970, the U.S. had become Heuer’s largest market, with $1.2 million in sales. However, 1971 was a different story. U.S. sales declined 19 percent (to $952,000) and HTEC suffered a loss of $154,000. Retailers were afraid of the chronographs.Jack Heuer Today’s collectors may imagine that, entering the 1970s, Heuer was enjoying momentum from introducing the world’s first automatic chronographs in 1969. But the IMEDE case study tells the story of a stopwatch company struggling to sell chronographs at all. Despite the introduction of the Autavias, Carreras, and Monacos, Heuer was still selling 10 times

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ca.finance.yahoo/news/3-6...130100031.html

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