Beauty is in the eye of the beholder. Actually the seller states the watch isn't for sale and that he's looking for parts. In reality the Gruen is probably rarer than most Heuer's or Breitling's. I've been playing with the Cal 11/12 watches for a couple of years and I've never seen another. The thing that gets me is since this movement is exactly the same across a number of different brands what makes one more expensive than the others besides just the looks (popularity)? The component cost is probably exactly the same or very close and most of these seem to have cost about the same new. The seller bought this watch as a project and has been looking for parts to get it running again. Here's the original auction.
http://cgi.ebay.com/ws/eBayISAPI.dll?ViewItem&category=10363&item=4100266132

Paul