LeJour PVD Chronograph

LeJour PVD Chronograph

In the world of vintage watches, name isn't always everything. Oftentimes the big ticket brands like Longines, Zenith, and Heuer would re-brand their watches for international markets, offering today's collectors a tremendous value proposition. Brands like Tradition, Clebar, Hamilton and Zodiac all sold examples of "Poor Man's Heuers" that are gaining popularity today in the vintage chronograph market. 

LeJour is another name that's gaining traction. A small French distributor, LeJour primarily distributed watches manufactured by Yema prior to the 1980s, when they entered into a private label arrangement with Heuer. Under the terms of the arrangement, Heuer manufactured an array of watches which LeJour then distributed; some, like the Heuer Pasadena and LeJour model 7203, used the exact same cases. 

Before Techniqué Avant Garde stepped in, Heuer was the name for high-quality timing instruments, including wristwatches. They were way ahead of many of their contemporaries, and were regularly pioneering new technologies. Heuer was one of the first brands to feature PVD coated watches, and their Monza, Montreal, and Pasadena wristwatches are highly sought after by collectors today. 

Finding these pieces in good condition is really a challenge, mostly because the technology was in its infancy, and the coatings didn't stand up to the test of time the way contemporary treatments do. 

The example we have here is a rare steel cushion case sports watch from the 1970s, branded by LeJour and featuring a PVD case with matching black pushers and crown. Powered by a Valjoux 7734, it strongly resembles the almost-mythical Heuer Reference 12, and features a strong case with the PVD coating practically untouched. Accompanied by a rubber bracelet, it's quite likely this watch was bought, worn a couple of times and then left in a drawer for a couple of decades--how fortunate for us!

Frankly, this timepiece is a tremendous value for those seeking that 70s sports watch vibe. There's just something about PVD coating that gives an already-solid watch that extra flair. With the prices of the Heuer-branded PVD watches getting higher and higher, this LeJour offers a tremendous value proposition that's hard to pass up, and with its sleek exterior it wouldn't look out of place in any collection consisting of higher-end pieces.


PVD-coated steel case is approximately 41mm (excluding crown and pushers). Valjoux Caliber 7734 Manually-Wound Chronograph Movement. Circa 1970s.

Overall Condition: PVD-coated steel case is in very good condition with minimal signs of use and wear, consisting of two minor dings to the PVD coating on the side of the case at 9 o'clock. Dial is in very good condition with fine even patina to the luminescent elements of the hour markers and hands. Unsigned crown. Signed case back has some slight scratches but is in otherwise very good condition.

Includes one 20mm rubber bracelet and two 20mm nylon straps from Crown & Buckle

SKU: TT01102

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