It all sounds a bit fishy.
You did everything perfect, he would have the right to refund if you had mislead him in anything - but looks like you did everything possible by sending him photos and description of the watch.
If it was me would not give him a refund - you do not know what he did with your watch ?
He may have used it for a function and now wants to return !
It's like buying a suit , wearing it out and then wanting your money back !!!
If you let him get away with it , there may be others tempted to do the same.
There are time when one has to take a stand !
A lot of retail stores have a sign saying "we will gladly replace a faulty product but no refund if you change your mind"
All the best
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