They were described on the Airbill as "vintage omega watches"? That would be an invitation to problems, which is why at least one major third-party insurer won't bind any package that includes the word "watch" on the airbill. A euphemism is used, although the contents are described specifically in the customs paperwork.
I've imported many watches using FedEx and this method, without a single incident.
With regard to Al's response above, PP has had a tremendous amount of experience with this, and clearly there is an advantage to
not identifying the contents as a watch on the airbill. Any employee who is rummaging through the customs paperwork would be asking for trouble, obviously. It's a tried and true method, though obviously not failsafe.