It is just like with other brands, about the "right" watch and we also see the same thing with almost any mature market (such as the car market). The gap between the ordinary watch and the special watch will continue to grow, and i have been suggesting so for some time. This does not make a new market for all Heuers, but i do think the highly desired ones will continue to see more demand and higher prices. As Shaun mentions a std Autavia 1163MH will likely not be affected at all.

The first executions have been hard to value for some time, few hard data sales, some popping up cheaper than expectation, even though more would have been paid. there have also been some much stronger than guide price unsolicited "offers" on collectors watches. I myself have turned down on several occasions, $15000 for my 2446 all lume hand example because I love the watch and do not see the value in selling at that price, what watch could I buy that I prefer instead at that price level? None to my eye...

Do i think all 1st execs that sell will now be at the level achieved? No, you will still find a bargain on eBay or via a forum from time to time, because that is how a market works. But i think the price of a "retail" buy without the likely long wait for a cheaper one will be higher than before going forward.

: I was also pretty shocked by the price. But I don't think it is a
: new era for Heuers.

: It does seem to be a new era for a few important/fashionable
: models, with more extremes for these very specific rare models,
: but for the rest of the Heuers there are only mild rises or flat
: prices over the last year or so - and in the future. I do think
: the $20k was an exception, and probably quite a bit higher than
: where you could sell many of these models across a wide range of
: collectors, it just when two guys are determined to win a rare
: watch (or a car, or a painting), things can go crazy. I also
: don't think (and I doubt any of us would think) that a $20k
: first exec makes a Viceroy worth $5K or $10k (although I am sure
: there are many over optimistic ebay sellers who will think so!).

: I know many collectors from the old days (not so long ago) are
: upset that Heuer prices are going Rolex-ward, as it makes a fun
: hobby more unobtainable. But I think there are still really cool
: and interesting Heuer models out there that still are selling
: where they sold 3-4 years ago (Silverstones, Monzas, Viceroy
: Autavias, Montreals, 5100 series, barrel case Carreras, etc).
: And beyond these there are niche models that nobody seems to
: love (other than Jack Heuer;-) like the Kentucky, or Senator
: which stay "reasonable"(ish). So hopefully there is
: still room for fun collections without huge outlay.