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:There are three considerations when restoring a watch: (i) how much to restore? (ii) what will it sell for when restored? (iii) what will it sell for without restoration? So basically, if you want to sell, don't spend too much money.
A new battery and polishing the glass will do the most to increase saleability.
A jeweller will probably do the polishing for next to nothing at the same time the battery is changed.
If not, polishing a glass is something that you can often do yourself on newer watches (I include 1973 as "newer")
Use "Brasso"* on the glass. Rub in a circular motion, then left to right/right to left, then up down and down/up and finally in a circle again. All this should taken not more than 30 seconds. Now count to 30 and polish off with an absorbent, soft, clean cloth.This takes out all but the deeper scratches.
Scratches on the case are a different matter and may require a professional depending on whether the case surface is gold or steel. Gold is easier to polish but, unless they are really numerous and spoil the look, you may as well leave them alone.
*Brasso - I don't know if this available in the USA, it comes in a circular tin and is cotton wadding impregnated with a polishing agent for ... you've guessed it... brass. Test a small area (say in the corner near the case) first, very old plastics, like cellulose, do not take kindly to it and go sticky and cloudy, whereas it is fine with acrylic. I've used it on my Constellation (1964) Seamaster (1969) and Geneve (1974) with great success. The improvement is instant and miraculous.
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