Another route would be to look into an outfit like Heritage Auctions, locations in NYC and Houston. You might do a bit better than a bricks and mortar jeweller's shop. Or list it on Etsy, which I feel might address the folks you're looking for (best hope would be a woman buying it for herself) and fewer shoppers looking for a hard bargain.
With eBay, it seems, the best results are when someone starts it low, gives people the illusion that there's a bargain to be had and hangs on for the white knuckle ride. Trying to control the auction too much (high initial listing, high reserve, etc) seems to scare the same people off who'd be pitching in.
Contact Heritage or perhaps Aspire Auctions. Both good US houses who can advise you how to handle it. And you would definitely do better still if you could get it into an international auction such as Antiquorum (their next is NYC September 18th) or Bonhams. Both run fine watch auctions and that's where this ought to be; get in touch, these people are experts. But I don't think eBay is the right place for such a lovely piece, you're just asking to get beaten up. They don't call it FleaBay around here for nothing...
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