First of all, I have been a photography "nut" for most of my adult life! In the late '60's, I took a correspondence course in photograph. I sent them the money and they sent me the books! It was a self-taught thing. For a number of years, I had a photography sideline business. However, I main occupation soon led to it's demise.
About 5 years ago I bought my first digital camera and was into watch collecting pretty deep. Prior to that I was strictly a "film" man! That's when I started doing watch photography.
Here's my setup: My camera is a Nikon Coolpix L3 with 5.1 megapixels; a 3x zoom; and a macro feature.
My original light box was made from a cardboard shipping box from WAl-Mart (approximately 14x14x14 inches. I cut off one of the ends; sealed the other end; then created two cutouts with a 1.5' border and used cotton pillow covers(cheap from Dollar General) cut to fit the two side openings. This is my light diffuser for this box. I also used a glue stick and lined the interior of the box with white paper to improve the light dispersion.
I also have a Digital Concepts Portable Light Studio (light tent) which I purchased on a close-out at WAl-Mart. It came with two portable lights, which I don't use because you can't get natural light bulbs for it..Insead, I use the light described below. I used this setup for the Nautica & Timex Auto pix.
For lighting, I went to Lowe's Building Supply and purchased two 8 inch portable light reflectors with the big squeeze clips. I can mount these on the top of a chair back and aim it at the light tent. I then installed the "Reveal" brand natural lighting 40 watt bulbs for them. The Reveal bulbs do not distort the natural colors and therefore require very little color correction.
I have studied many different lighting techniques and then experimented with differnt light positions; differend backgrounds, etc, until I get a result that I like.
Here are some other of my pix with different backgrounds, etc. BTW, I get some of my backgrounds from Michaels Crafts which sells big 12 inch squares of paper with various pictures, textures and colors.
1966 Timex 600ft Diver:
Here's a WW2 Repro Sexton watch with a little manipulation from my GIMP program:
Luminox Navy Seals Diver: