Since 1860 Heuer has continuously optimized the chronometry with its developments and inventions. In this timeperiod a lot of interesting characters encounter the timepieces. Close to motorsports a lot of exciting events took place. As to the connection between watches and cars, just think of the Heuer Carrera & Monaco which are associated with the Panamericana Rallye and Steve McQueen. The advertising slogan "The Time for action" from the seventies demonstrated the connection between motorsports and Heuer timepieces. 1980 Heuer was official sponsor of the Olympic winter and summer games.