For shipping to the US you will also need a watch worksheet, that breaks down the value of each part of the watch, describes the details of the watch (case material, strap material, number of jewels, chronograph or not) and send that with the shipment. It looks like this (this is a FedEx version so you may want to ask DHL if they have their own version):
For the description, it is normal not to use the word "watch" and in fact many insurance carriers will not allow that word to be used. I use ParcelPro, and they default any watch to a description of "precision instrument". This is not any sort of false declaration, because the real description of what is in the package is defined by the harmonized code that is applied on the commercial invoice.
Regarding the value, well if it is a straight sale, the only way you are not putting the sale value on is to commit fraud...
Hope this helps.
Cheers, Al