I agree. It's a lot of trial and error.
For indoors pictures (which are basically pictures to show the watch and not a lot else), I always try to avoid reflections in the crystal, and where possible, reflections in the case (very difficult with polished cases).
I am still (and will always be) learning to use the camera, but here's a few bits and pieces I've picked up so far...
Often, you can lose the reflections by simply adjusting the angle of the watch or camera to just slightly off-centre.
Indoors, I always use a tripod, and I always set the camera to aperture-priority, which allows me to control the depth of field, without worrying too much about the shutter speed. If the watch is not wound, it is even easier, as you can get away with very long exposure times.
In addition, I always use a self-timer with 2 second shutter delay. This means I can press the shutter and step out of the way - with two benefits - 1. You don't see my ugly mug reflecting in the camera and 2. There is no risk of camera-shake - which otherwise can still happen with slow shutter speed on a tripod.
In most cases, there is no substitute for strong, indirect light - as natural as possible.
This is gonna sound really daft........ but just look at what you can see before you take the picture. If you really look, you will see the reflections, the dust and fingerprints, the fact that the hands are obscuring the nice feature of the watch, or the fact that you have used an old sock as a background...
I am fortunate in that I have a space where I can leave the light tent and the tripod all set up. Otherwise, I don't think I could always be bothered with all that.
I do agree though - the most enjoyable pictures are often the more natural ones with interesting backgrounds. However, I am crap at those, so I stick to the more controllable environment of the light tent.
