A special request from a friend for product photography, I chose watches because they don't pose easily and have reflections which are hard to photograph well.
Things to watch out for:
1. Clean it
Make sure it's really clean - use a microfibre cloth (that square material that comes with your sunglasses) and some cleaning fluid if you have to. An air duster helps remove small specks which show up easily when lighting shiny objects (glass, metal etc). If you can use gloves to handle the product, do it. A fingerprint is annoyingly hard to erase in photoshop. Prevention is better than cure.
2. Align it
Align the strap nicely, you can use a glass or something round to get the curved effect, (you could buy a holder but this'll cost £).
Also, align your camera so the watch fits neatly in the frame. Depending on the style you're going for, it could be straight and in the centre (for symmetry) or leaning to one side with the rule of thirds.
3. Time to light it up
There's no right/wrong way, but to keep it simple I like 2 symmetrical lights either side of the watch.
Big, soft light makes watches look great. Get the lights close, make them big and diffused. Don't have softboxes lying around? Aim a couple of lamps at a big sheet of paper to bounce light onto the watch.
4. Make it interesting
Change angles, gel the lights (put coloured plastic infront of the lamp) place a cool background in behind the way. Do something to make it look different. I chose to put a red and blue gel on each light, get lower down and shoot the watch at an angle. The light glaring slightly over the watch face adds interest to the product.
There's too much glare/there are small spots of light on the edges, what's going on?
You likely have your lights too close to the subject, or your lights are too small. Diffuse it with some paper, a shower curtain or anything that will spread the light. Make it as big as you want.