Viceroy would offer a special version of the Autavia automatic chronograph for $88 with the end flap from a carton of Viceroy cigarettes. At this time Heuer was producing two versions of the Autavia, one with a black dial and minute/hour bezel (Reference 1163 MH) and one with a white dial and tachymeter bezel (Reference 1163 T). Both models were priced at $200.

For HTEC, the proposal from Viceroy seemed too good to be true. Brown & Williamson sought assurances that Heuer could deliver 16,000 chronographs over the seven-month life of the promotion, a volume that would have more than doubled HTEC’s revenues. Hans Schrag, HTEC’s vice president and technical manager, asked Jack Heuer how they could possibly make money selling chronographs at such a low price. Heuer responded confidently, “Don’t worry. I know what I’m doing.”

Heuer realized that even if he only broke even on the watches, the company would benefit enormously from the Viceroy promotion. In 1971, Viceroy had spent $12.3 million on advertising and sales promotion, and its magazine advertising allowed the brand to reach 70% of the U.S. adult population an average of more than three times per month. With the launch of the Auto Racer campaign, this budget would increase to $13.9 million for 1972. Heuer’s advertising budget was less than one-half of one percent of these amounts, with its placements limited primarily to specialist magazines.