One of the most interesting things with this watch is that it sold through Heritage Auctions, which is a combination online/live auction house that had the watch listed and open for bidding for over a month. This result wasn't due to some Geneva auction room hype train that just wouldn't stop. In fact, when the live bidding opened at $300,000, it got all the way to hammer-up before the next bid came in at $350,000. Then things started to ramp up, with bids trading back and forth between the web and someone on the phone. It seemed to be a two-bidder competition. After just a few minutes it hammered at $525,000, reaching the final price of $642,500 after the premiums were calculated.