In his message, linked below, Shaun raises the possibility that the recent interest in Heuers (and strong prices) might be related to a demographic blip -- baby-boomers spending their money on what the things they admired as teen-agers, but can only afford later in life (now).

I was born in 1955, admired the de Tomaso Pantera in 1971 (age 16), bought one in 1990 (age 35), and sold it in 1996, because we moved to a house with no garage (age 41). The 1967 Mini arrived in 1997 (age 42), and has been with me since. Heuers began arriving in 1998, and I had never heard of them in the 1960's.

I enjoy the car / watch relationship, and analogies are useful. So if these Heuers that we are collecting were cars, what would they be?

• Ferraris -- strong pedigree; consistent history; very few errors along the way (well, except for the Mondials)
• Bugattis -- timeless classics
• Muscle-Cars -- popular with a particular crowd, but not universally admired
• something else??