Setting up still scenes can be fun. If you are shooting them individually, look for a theme in the watch and then try and match it with props. For example, a more elegant man's watch can be paired with cuff links, maybe a couple of glasses of wine, one glass with lipstick on it. A sports watch might be paired up with a bicycling helmet and gloves. An underwater watched paired with a diver's knife and strategically placed water droplets, ... . Try and let each watch be part of a story. Of course, the photos much be technically perfect supressing reflections off the watch face glass and you'll want to adjust tone curves in post to get good contrast and emphasize highlights / reflections off of shiny surfaces.