Brand comparisons usually run on opinion. This one runs on settled transactions: 510 recorded sales of Panerai and 244 of Heuer, all in US dollars so the figures are directly comparable.
What each one actually costs
The median Panerai result is $7,500. The median Heuer result is $5,000. On typical examples, Panerai carries roughly 1.5 times the price of Heuer at auction.
Half of all Panerai sales land between $5,060 and $12,075. For Heuer the middle half runs $2,750 to $12,500.
Which one surprises the specialists
44% of Panerai lots beat their high estimate, against 30% for Heuer. That gap says the trade is more often caught out by Panerai, which is a sign of demand outrunning the published guide.
Breadth of the record
Our archive covers 87 distinct Panerai references and 75 for Heuer, with results going back to 2003 and 2001 respectively. The top recorded result is $326,500 for Panerai and $199,500 for Heuer.
What this does not tell you
A median is not a verdict. These brands overlap heavily at the edges, and a well chosen example of the cheaper one will outrun a poor example of the dearer one. Condition, completeness and model matter more than the badge on the dial.
