FS: Tradition (Ref. 7723) By Heuer For Sears, Roebuck And Co.

[potatoskins]

Heuer had a lengthy history as a private-label maker of watches for other companies, this piece being made for Sears. It doesn't have Sears written on the dial, instead, it features 'Tradition'. This was a brand that Heuer made specifically for Sears to sell. This particular piece also has to 'Stellaris' stamped above 6 o'clock which was a Sears in-house brand.

Brand: Tradition
Reference: 7723
Movement: Valjoux 7730 - Signed "SEARS, ROEBUCK, AND Co."
Case: Stainless steel
Size: 36mm
Year: 1960s
Strap: Leather
Box/papers: No
Location: Los Angeles
Price: $2,999 plus shipping

CONDITION & SERVICING
-The beautiful matte dial is in excellent condition.
-The unpolished case is in very good condition not showing any notable damage.
-Serial and reference numbers are both visible.
-Hands and markers are in good condition, both showing matching lume patina.
-Service history is unknown.