Pier's not saying it's a copy of an existing Heuer, but rather a non-Heuer watch with either a lesser name or sterile dial to which Heuer has been applied in an attempt to add value. It's something we see occasionally, with off-brand Monacos or pre-Carreras having "Carrera" added to the dial to try and get more money. Which they often won't because an original dial got spoiled in the process.

So it's more a case of "passing off" than "copying".