Who's buying? http://www.hodinkee.com/articles/dave-scotts-watch-worn-on-moon-for-sale and the auction: http://www.rrauction.com/preview_gallery.cfm?Category=330
Only 50K for something that's been on the moon? Can't buy a decent American car for that. And it's only been to Detroit. I have a feeling it's going higher.
a bit more info on the watch than some press release formed into a text can be found here: http://www.fratellowatches.com/fratello-watches-qa-with-apollo-15-astronaut-dave-scott/