From Kovels Comments:
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HANKY–PANKY AT AUCTIONS
Why did an Omega watch sell for over $350,000? A few special wristwatches have auctioned for astronomical prices in the past few years. In 2001 a Geneva auction sold a yellow-gold Patek Philippe wristwatch with perpetual calendar, moon phases, indirect center seconds and a screw-back case for $1,240,400. Since then, a 1930s platinum Patek sold for $228,900, and a Triple-date Patek sold for $1,169,555. And these are just a few of the "top dollar" watches. In April a 1953 Omega Platinum Constellation Grand Luxe gentleman's watch with diamond-set dial, self-winding, center seconds, water-resistant, original box and certificate of authenticity sold in Geneva, Switzerland, at auction for $351,000. It was the highest auction price ever for an Omega--impressive till you learn that Omega bought it. The buyer was the company, Omega Ltd. Even more frightening is that the Patek Philippe record watches listed above were sold to the Patek Philippe Company.
The Wall Street Journal (October 8, 2007) reported that there is "an alliance between the watchmakers and a Geneva auction house called Antiquorum Auctioneers." Omega bid on 30 of the 300 lots in the sale, but other bidders were not alerted to this unusual situation. The high-priced watches are used for advertising. The very high price suggests all the watches made by the company are worth top dollar because the company makes quality timepieces. We are used to smaller, less expensive auctions where the rule, in most cases, is the consignor can't bid or have someone else bid up the item. That practice is what we call "shilling." Ebay takes harsh measures with anyone proven to be shilling and in 2004 successfully charged some shillers, who were sent to jail. Once again it is "buyer beware." Bid what you think the item is worth and don't be swayed by other bidders. Although we report record prices every year, we can only list what is announced as a sale. We rarely learn who bought the item.
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