This is an easy one -- I don't share the news. For the most part they really aren't interested, anyway (other then the money aspect). Better to share the news with your watch buddies, as they will likely appreciate it more.
And later when the inevitable question is asked "Is that a new watch?", just reply "I have had this for a while, mumble mumble, surprised you don't remember, mumble mumble." And you will not be lying whatsoever, as at that point you will have had it for at least a couple of days (i.e., 'a while').
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