Similar sort of thing happened to a friend of mine - that time it was a $25,000 cocktail shaker! The spoofers even went as far as suggesting an Escrow Agent with a very official looking web site in the UK (Prime Trustees Ltd). The Agency was also a scam but fortunately we managed to understand what was going on and walk away.

Rules seem to be:

1. Never reply to unsolicited emails offering goods.
2. If you are tempted to reply do it through the eBay 'contact seller' link.
3. If the seller suggests an Escrow Agent be very careful. Always insist on using an Escrow Agent you have selected. You can check these out with eBay: spoof@ebay.com
4. More interesting reading at link below.

I don't think it is Heuers they are targeting but any high value item with lots of bidders - preying on the people who think they missed the chance of a lifetime.