This partnership, described by
link many to be the first sports ambassador deal in watch history, changed Heuer
link forever. Sure, by the late 1960s, most of the
link Heuer catalog was aimed at motorsport, but Siffert's influence (and desire for personal profit) put a Heuer on the wrist of almost every driver he came in contact with. Siffert was said to have been pitching his fellow drivers on the starting grid, minutes before racing.