Very good point Mich - auction texts seem to dwell on the obvious so much - what the watch has, its shape, it comes with a bracelet etc. rather than the finer points where their expertise should bring some value added.
As stated elsewhere, this may not always be the case but it's way too common. I guess most of us could provide some kind of checklist that should be addressed - surely it'd likely take them some more time, but hey, they're supposed to be the very experts and this expertise should show up for the potential buyers' benefit.
Cheers,
Fabrizio