Jeff,

I think I know the answer to this warning. It's probably put on auction by the guy who runs Vintage Heuer.You can see on this website that his name is Jonathan P. The name of E-bay seller is Jon7455. Can be a coincidence but I do not think it is.
This Jonathan is pretty active on E-bay. Have you ever noticed the name "Jissy" under the bidders.You see a lot of bidding from him on Heuers lately. Well, that name is related to Vintage Heuer as well. I know because he bid on one of my watches as well.

So, no crookery, just somebody who tries to market his watch and pump up the price.

You remember when the website was launched, this was reported to the forum from several sides. All positive reactions. This was evidently also a coordinated action to promote the website as they all came from the UK.

Regards
Ron