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Engraving is the practice of incising your brand name or logo onto the watch case surface, by cutting grooves into it.
Etching is an intaglio method of printmaking in which the image is incised into the surface of a metal plate using an acid. The acid eats the metal, leaving behind roughened areas, or if the surface exposed to the acid is very narrow, burning a line into the plate. Extra time and efforts are taken to deepen the markings, so do your brand image.