Why This Watch Matters This panda-style chronograph was made by Heuer for Sears, Roebuck and Co., a U.S. department store. The Full Story Heuer had a lengthy history as a private-label maker of watches for other companies. Vintage watches branded as Abercrombie & Fitch by Heuer are popular examples, and today, we have a watch that Heuer made for Sears in the 1960s. This watch doesn't have Sears written on the dial, instead it features "Tradition." This was a brand that Heuer made specifically for Sears to sell. At the time, it would have been an economy option from Heuer. The movement is signed "SEARS ROEBUCK Co" and the case is signed "SEARS, ROEBUCK, AND Co." Many of the watches made for Sears were chrome-plated, but this example is all stainless steel, which is a nice feature. This watch has a great overall vintage style, with consistent patina on the dial. The lume has aged to an attractive yellow color. The black engine-turned sub-dials have aged to a pleasing grey-ish color, which depending on the light can look lighter or darker. The watch has the typical Heuer styling with matchstick-style hands and a two-register dial. The case number and reference numbers are stamped between the lugs like other Heuer chronographs of this era. These Tradition-branded chronographs offer a great value when compared to their Heuer-branded counterparts and offer a glimpse into the past of one of America's oldest retail stores. We placed this chronograph on our Black Racing Strap to give it a sporty look. We think it's the perfect look for the upcoming fall weather. The Fine Print Maker: Tradition Reference: 73323Year: 1960s Case No: 208278Material: Stainless steel Dimensions: 36mm diameter; 11mm thickness Crystal: Plexiglass Lume: Yes, tritium Caliber: Manually wound 7733Bracelet/Strap: HODINKEE Black Racing Strap Lug Width: 19mm Box/Papers: No What we Love and What You Should Know This Tradition is in overall great, honest condition. The case is strong with scratches; it is likely unpolished. The case writing on the caseback is all clearly visible and the edges on the case are all sharp. The dial has light spotting and patina throughout, which can be hard to see depending on the lighting. The sub-dials have developed patina and have faded to an attractive grey color; they even look tropical in some lights. The hands and hour markers have developed patina. The lume on the hands and dial have developed patina and are close to matching in color. Some of the lume plots have signs of wear and have developed some dark patina. The crown is unsigned, which is common for this model.
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