I haven’t opened this particular watch, but I do know that Heuer made watches under the Sears brand name. I believe they were a version of Heuer’s Jack Ickx racing watch. There was a time when Sears was a retail juggernaut with many top brands like Kenmore, Craftsman Tools and DieHard car batteries to name a few. You could spend an afternoon just browsing the many departments. But these days it’s all done on Amazon with a few clicks.