It is also clear that two phenomena that are possibly acting to push asking prices higher: the increase in internet resources coupled with the fact that there is, of course, a fixed supply of our beloved Heuers. When you consider that the supply may actually be shrinking (I am of course alluding only to genuine watches) due to wear and tear, decommisioning, etc., there is possibly even more price pressure.

That Hodinkee, a 26 year old, is fetishizing individual models contradicts the sentiment that it is only a certain, ahem, demographic that is interested and all will fizzle when we die out. We just had the McQueen auction that seems to have created a "Monaco Effect." I just wrote a spec article that touched on some of the innate design attributes of Heuer's contributing to their enduring aesthetic appeal.

I think what you are seeing is that Heuers fulfill several different demand baskets. There is the obvious timekeeping function, but they are also iconographic designs and stores of value. Whe you consider that they have held serve in the face of massive market corrections in other sectors, I think the long-term forecast is up.