"17 Rubis" and "Incabloc" are almost always warning signs that things are not as they were when the watch left the Heuer factory. The Heuer shield looks to be on top of some dial peel too, what an archaeologist would call stratification - the thing on top is later than the thing underneath, put simply. Now we've seen some dials where paint is lost around the printing so it's not impossible, but it looks a bit suspect to me.

The hands look like the inverse of the hands used on the Dugena and especially the Primato "Autavias", i.e. there is lume where those have an insert and vice versa:

Case is a bit polished too.

The Heuer stamping on the bridge is not normally gilded on the 7733/4/6 so that looks out of place. Even more so though is the maker's mark on the movement - at the point Heuer were using these movements, we should expect them to have the stylised "R" mark within the "butterfly" shield for Valjoux. Can't really make out the marking on that watch, but it's certainly not the Valjoux R nor an ESA/ETA one I'm familiar with. Kind of looks like an Andreas Schild mark where someone's elbow got knocked halfway through and botched the result...