It is used for something really outstanding and rare and with a price tag that reflects all these features.
You normally find it in real estate brochures for special properties.
In the case of watches it has to be justified, I've seen it used by serious dealers in a limited number of cases: I believe an abuse will generate a loss of credibility for the dealer itself.

Ciao

Paolo

: OK, folks, here's a topic for discussion: How do you react
: when a dealer uses the "Price Upon Inquiry" approach,
: either on a few selected watches on his website or for all the
: watches (either in a category or across the website)? How
: likely or unlikely are you to seek information about an
: interesting watch, when this is the label? Can you suggest a
: good reason for dealers to use this approach on the vintage
: Heuers, either across-the-board or for particular models? Let's
: see how our readers, likely among the most active Heuer
: collectors, react to this approach. We may have covered this
: previously, but if so, it's been a long time and some conditions
: in the market may have changed.

: Jeff