They keep them in glass cases
And most of the cases are clean. We were looking at watches, everything from kids' toy watches with plastic everything to items a bit more pricey. Everywhere from drugstores through discount shops to mid-level department stores had cases that were gleaming. In fact, the sales clerks could be seen touching them up whenever they had a spare moment. We were on our way to a movie and passed a few idle minutes at Williams-Sonoma (nothing much distinctive and nothing cheap, but clerks that were helpful and expert) and then went next door to the mini-Saks. There, we smelled all the Jo Malone samplers (wonderful!) and passed by the watch and jewelry cases, which were really disgusting, bleary and smeared and with distinct handprints and fingerprints all over the tops of them. Ewwwwwwww!