Being on the west side of the pond, I followed the auction in the morning for the first 75 lots, with little intention of buying unless lots 38, 51 or 54 were at or below their minimum estimates.
38 - Carrera dato went for 2500 Euro, 1900 minimum estimate
52 - 3647N went for 2600 Euro, 1600 minimum estimate
54 - 3647T went for 2000 Euro, 1400 minimum estimate
I find that with the Euro near 1.5x USD, these prices to be high compared with what an eBay true auction (no reserve and low starting price) would probably have brought in the past year. I judge the market of a brand and model, rightly or wrongly, by eBay auction values.
Saw very little bidding from the Americas, maybe 1-2 and no winners that I remember. Weak dollar definitely impacted my appetite to bid.
Overall, I think this Heuer only auction can only benefit the brand in the long run, and hope there are more to come in the future.