Heuer was associated with no shortage of legendary racing drivers during the golden era of the company under Jack Heuer running from the beginning of the 1960s through to the end of the 1970s. From Jochen Rindt wearing his famous Autavia, to Jody Scheckter sporting a Camaro before becoming World Champion in 1979, the breadth of talent that wore chronographs from the brand was incredible.

One name stood above the others for his dedication and loyalty to the marque: Jo Siffert. The son of a farmer from Fribourg in Switzerland, he came into contact with Jack Heuer when he had heard about the talents of Siffert from a friend. As it was coming up to the launch of the Calibre 11 automatic chronograph, it was decided to engage Jo to help with the promotion.

Included in the deal was a logo on his Rob Walker Lotus 49B, making Heuer the first watch brand present on a Formula 1 car, a patch on Siffert racing suit and the option for Jo to buy watches at cost price to sell at retail to people in the paddock. The last point was particularly amazing and it seems that Siffert did a decent trade based on the number of mechanics and team members, as well as the drivers, who would end up wearing Heuer chronographs.

Siffert’s selling skills went the other way as well. When he established a Porsche dealership in Fribourg, he sold a 911 to Jack Heuer who used it as a company car for a number of years. During all this time Jo kept one model firmly on his wrist, the white dial Autavia reference 1163, which today has become known simply as the “Siffert” to collectors due to its indelible link to one of the great drivers in both F1 and endurance racing.