Should a watch company be allowed to sell a watch with an ETA movement for five figures?

We can talk about the 42 mm Panerai re-edition of the Mare Nostrum, and how it is based on the first chronograph ever produced by Panerai, back in 1943, for the Italian Navy. It’s limited to 1,000 pieces worldwide. Faux lume. Blue strap. Wooden presentation box in the shape of an Italian Navy Destroyer. You know the spiel.

But honestly, all we really want to know is what you think about the movement being used in the context of the retail price which is $10,200.

The movement in question is a COSC-certified ETA 2801-2 with a Dubois-Dépraz chronograph module, and some Panerai finishing. No special functionality, extended power reserve, 21K gold rotor, or anything like that. Just a very basic hand wound, 4Hz, 17 jewels, 42-hour power reserve ETA movement.


A cursory search on eBay brought up a bunch of these movements, brand new, for not that much money. One, which appears to be a more basic grade is listed with a “Buy It Now” for $60.

Now, let’s get back to the question: What do you think about Panerai (or any company for that matter) selling an ETA powered watch for five figures?