Heuer Monaco PVD

About this reference

The Heuer Monaco reference 740303 was produced in the mid-1970s, specifically around 1974 to 1975, as a late evolution of the original square-cased chronograph. Collectors prioritize this reference for its black PVD-coated stainless steel case, a departure from the standard brushed steel finishes of the era. It is powered by the manual-wind Valjoux 7740 movement rather than the earlier automatic Calibre 11 or 12. The dial features a matte black finish with orange accents on the hands and registers, creating a high-contrast aesthetic. Due to the fragility of early PVD coatings, finding examples with intact finishes is difficult, contributing to its rarity. On the secondary market, prices typically range from $40,000 to $80,000 depending on the condition of the coating. A notable example, formerly owned by Sammy Davis Jr., sold at auction in 2021 for over $450,000, highlighting the premium placed on provenance.