Heuer has a deep history rooted in motorsports racing, despite facing difficulty selling racing-themed chronographs - like this full-serviced matte black PVD late 1970's Heuer Monza Ref. 150.501 chronograph here - in the early 1970’s.

There’s no denying vintage Heuer has seen a tremendous increase in popularity, with the reissuance of numerous references from their back catalog - always sans "TAG" nomenclature - to include the Autavia, Carrera, and Monoco, the Monza here, and – of course – infamously (in our opinion), the Formula 1 Kith/Heuer collab.
 
Heuer’s long connection with auto racing can be traced back to at least 1962, when a youthful Jack Heuer arrived in the United States to sell the Swiss company’s bestseller – stopwatches.  Motorsports – in particular, Formula 1 – soon came to be sponsored, and then dominated by Heuer timepieces.
 
In the 1970s, after the Quartz Crisis (brought on by Seiko, naturally) began to devastate the Swiss watch industry, Jack Heuer would pursue other avenues to bolster sagging sales of Heuer watches – and from this difficult time came a unique partnership.  Out of this came the tie-up between Heuer, Viceroy cigarettes, and F1 racer Parnelli Jones. 
 
Boasting a rich history in motorsport, Heuer was the first luxury brand to have its logo appear on an F1 car in 1969, and the first to sponsor a team in 1971.  Heuer has never been afraid to lean into this connection during the 1960s and '70s, or even today – as witnessed by Heuer regaining its previous role as Official Timekeeper for Formula 1 races in early 2025.
 
But Jones wasn’t the last race car driver to inspire Heuer…
 
The Heuer Monza chronograph itself has a truly rich motorsport heritage, the result of F1 driver Niki Lauda winning the 1975 Formula 1 World Championship title for the Heuer-sponsored Ferrari team at the Italian Grand Prix, on the Monza track (Lauda placed 3rd, with Ferrari teammate & fellow Heuer ambassador, Clay Regazzoni finishing in 1st place).  Adorned on the side of that winning Ferrari?  The "Heuer Chronograph" logo in a grand display – Heuer was one of the primary sponsors of Ferrari during that time.  
 
Jack Heuer wanted to celebrate Scuderia Ferrari’s title win, as the win ended an 11-year dry spell for Ferrari (the team was last champion in 1964).  The result was the black Heuer Monza here, sold as a limited edition in a miniature red racing helmet bearing Lauda’s name.  Its design was heavily influenced by the Carrera case and was available in black anodized or chrome finish.
 
The "Monza" name is among the most legendary names in the world of Formula 1.  The Italian Grand Prix is the fifth oldest race of its kind in the world, having been held since 1921.  All but one Italian Grand Prix has been held at Autodromo Nazionale di Monza, or simply, Monza.  Following Engliand-based Brooklands and the U.S.s Indianapolis raceways, Monza is the third oldest purpose-built motor racing circuit in the world.  
 
The track and national Grand Prix have been home to some of the most famous and infamous moments in the history of motorsport. Winners at Monza include racing legends Phil Hill, Niki Lauda, Ayrton Senna, Jackie Stewart, Stirling Moss, Michael Schumacher, and Lewis Hamilton.
 
Making use of the classic Ferrari colorway, the matte black dial of the Monza is embellished with red and white accents throughout.  The Monza ref. 150.501 utilizes the modified Heuer Calibra 12, the Calibre 15, providing this watch the classic Heuer opposing crown configuration and time-keeping reliability.
 
Heuer's Monza, however, is not quite as legendary as the racetrack.  The chronograph was first introduced in the late 1970s and was only offered for a very short period of time.  The resulting design, no matter the price point, is simple, striking, and immediately identifiable as a Heuer through its characteristic crisp legibility and the exacting eye for proportions that made the Heuer brand so legendary during the 1970s era.
 
This Heuer Monza comes on a premium leather strap, and with two nylon straps, rugged travel case, and spring bar tool.