I finally got around to reading 'Colonel Sun', the first of the non-Fleming Bond Books, penned by Kingsley Amis and published in 1968, 4 years after Fleming's Death.

The eponymous villain's watch is described thus:

'... he halted, stood quite still for a moment, and glanced at his watch, a steel-cased Longines W.D. pattern which he had had for nearly 15 years. Its former owner, a captain in the Gloucestershire Regiment, had died under interrogation as bravely as anyone Sun had ever met.'

Later in the book Bond's watch gets a mention, which I imagine is a nod to a similar line in Live and Let Die:

'Bond peered at the luminous dial of the Rolex Oyster Chronometer on his wrist'.

The only two other watches I remember being mentioned on villain's wrists were Red Grant's Girard Perregaux (From Russia With Love) and Sir Hugo Drax's Patek Phillipe (Moonraker).