Upon hitting Lucerne we were taken to the 'accredited' watch seller of the tour firm we were travelling with. Make sure you shop around as often is the case you are going to the preferred supplier because the tour guide and/or company are getting kick-backs for sales.
In Lucerne you are best to have a look at Bucherer for a guide to prices then take a walk. Incidently, Bucherer often give away free spoons - to collect you need to go to the top floor and walk by the 'extensive ranges' to get it. Get your spoon and walk on after a quick browse!!
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Alternative: Have a look at the major stores then wander around for price comparisons. The smaller stores will often bargain better than the large stores but try your haggling skills not matter where you are. Prices will be similar but some shops may throw in engraving etc for free if you give them the right nudge!!