Indeed we seem to be facing a mid-30's Weimar-style hyperinflation on Heuers!
And on this specific L5100, admittedly in the rarest green PVD but w/o box or papers and with a wrong back (it reads 510.501!) the thing has been going on for some time: and guess what? When it started about 2 months ago it was even higher with a starting price at 2699€. This is probably the 3rd or 4th round that this guy has been put up for sale. This is the proof that at these crazy prices watches have to be relisted again and again, because no-one is willing to splash out such amounts so overratedly. So I guess these prices will have to come down, but how long will it take?

Of course this may be also due to the increased visibility that you've written about.

I am just into Heuers and Omega Speedmasters, where a similar frenzy was set up by the Omegamania tematic auction but seems to have settled down a bit since then. What do other know that are also involved in Breitlings, Rolexes etc?
Cheers.
Fabrizio