It‘s not a word of play as it literally means complicated things added to the normal watch function. The word with that watch making meaning is coming directly from French (most famous watch makers are coming from the speaking part of Switzerland).
But they’re not using it with its normal meaning in the headline. They’re using it only with the “term of art” meaning. You’re insisting on seeing a double entendre that just isn’t there.
No, it’s a term of art. This discussion is sort of like someone complaining about the term computer being used to refer to both the electronic device and mid-century math whizzes.
