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Bonhams, one of the world's oldest and largest auctioneers of fine art and antiques, presented and auctioned the Arno Haslinger Collection of rare Heuer timepieces on Wednesday 15th December 2011 in its New Bond Street salesroom in London.

Several timepieces sold for much more than expected. The timepiece which achieved the highest selling price was an extremely rare 1974 Monaco with black PVD coated case, which sold for £48,000 (estimate: £10,000-£15,000). Other top pieces included £30,000 for a 1969 Autavia (estimate £10,000-£15,000) and £22,800 for a 1972 Carrera in 18ct gold (estimate £7,000-£9,000).

The sale, which helped raise funds for Green Cross International, was part of TAG Heuer’s 150th Anniversary celebrations. A special photo session was held on December 13th, followed by a private cocktail for collectors, journalists and special guests on December 14th.

The collection of 81 watches included many of TAG Heuer’s most iconic models, including rare editions of the Silverstone, Autavia, Carrera, Daytona and Monaco. TAG Heuer purchased several pieces that were missing from its own collection, including an extremely rare "Chronomatic" Carrera, which will go on display at the TAG Heuer Museum in La Chaux-de-Fonds, Switzerland.

The Swiss watchmaker also created a unique red, Jack Heuer, Silverstone Calibre 11 Chronograph especially for the auction. Estimated at £5,000-£7,000, which sold for £10,000. The dial on the special piece is inscribed with the signature of Jack Heuer, the Honorary Chairman of TAG Heuer and the man responsible for the original Silverstone design of 1974. All proceeds from the Silverstone Calibre 11 Chronograph sale were donated to Green Cross International — an organisation closely supported by TAG Heuer through their brand ambassador Leonardo DiCaprio. The charity was founded in 1993 under the initiative of Mikhail Gorbachev to help ensure a sustainable and secure future.

TAG Heuer’s long association with motorsports — it celebrates “15O Years of Motor Racing” in 2011 — was strongly evident in the collection. Many of the models were worn by TAG Heuer-endorsed racing drivers such as Jo Siffert, Clay Regazzoni, Jim Clark and Jacky Ickx. Highlights included a Viceroy Autavia issued by the Israel Defence Force; a ‘Jo Siffert’ white dial Autavia; vintage ‘Steve McQueen’ Monacos like those seen in the classic film Le Mans; and Indy 500 Carreras.

About TAG Heuer (www.tagheuer.com)

In 2010, TAG Heuer proudly celebrates 150 years of pioneering Swiss watchmaking. Founded in Saint-Imier in 1860 by Edouard Heuer, TAG Heuer has set many major milestones of high-end watchmaking, especially in the field of chronographs and ultimate precision. Today, one of the largest and most desired brands in the luxury watch industry, the Swiss legend draws upon its active engagement in the world of sports to create the most accurate timing instruments and watches in the world. TAG Heuer is the first watchmaker to master luxury chronographs with an unsurpassed precision of 1/10th, 1/100th and 1/1,000th of a second. From the Olympic Games in the 1920s to its role as official timekeeper for the legendary Indy 500 race, with accuracy at 1/10,000th of a second, TAG Heuer, in a constant quest for innovation, excellence, performance and prestige, continues to aim ever higher. This is reflected in its quarter-century partnership with F1 team Vodafone McLaren Mercedes, its 7-year partnership with 2008 Formula 1 World Champion, Vodafone McLaren Mercedes driver Lewis Hamilton, and his new teammate , 2009 Formula 1 World Champion Jenson Button. TAG Heuer, more than ever, epitomizes prestige and performance through active partnerships with Hollywood icon Leonardo DiCaprio and Bollywood star Shah Rukh Khan, LPGA star Suzann Pettersen and WTA tennis champion Maria Sharapova. TAG Heuer is a privileged member of the Fondation de la Haute Horlogerie (FHH), the most exclusive club in the Swiss watchmaking industry. The newest addition to the TAG Heuer legacy is the Calibre 1887, an in-house, Swiss manufactured, integrated column-wheel chronograph movement that pays tribute to the original Heuer oscillating pinion of 1887, one of the brand's first patents and a major benchmark in modern watchmaking.

The TAG Heuer Carrera 1887 Chronograph has been named the 2010 Swiss Watch of the Year in the Grand Prix de l'Horlogerie de Genève’s prestigious “La Petite Aiguille” (“Small Hand”) category.

TAG Heuer's “150 Years of Mastering Speed” celebrations in 2011 commemorate the brand's unrivalled heritage in motor sports, which include such historic contributions as the 1911 patent for 'Time of Trip', the world’s first dashboard chronograph.