Well, not much says Heuer to me either, certainly not at first glance. Numerals are quite stylised, "deep" Heuer shield is often an anachronism with bar pushers (but by no means out of the question) and the case is a little out there.

The only thing it does remind me of at all is the 5402, but that is a really small watch - only about 30mm max. Mark, do you have any idea of the scale in the photos?

The handset does look pretty close to that in the catalogue though.

I'd want much clearer photos, against a ruler or something to show scale and preferably photos of movement and caseback too before I'd want to call this one I'm afraid.