The Original Swoopy?

You may recall the story of my Puch Emerald, bought as frame + forks + headset (only) on ebay a few years ago, which we attempted to build up as my London Town Bike. 

I've never known what the original factory build may have looked like, but there is a complete bike listed on Ebay UK at the moment, which the seller claims is "totally original and unrestored". 

It's a 10-speed, not 5 as I'd have expected, with shifters mounted at the stem. The brakes look like Weinmanns.  

The Ebay seller has not included any close up shots in the auction listing but I have enlarged and cropped from the full-view photos to "zoom in" on various components. 

What do you think?  Does anyone know the make of the rather interesting crankset?  Presumably the rear mech is Simplex though it's hard to be 100% certain from the photos. 

I thought I'd got over the idea of doing up a vintage bike sufficiently for use as a daily runner, but must admit they still tug at me somehow.