A HALF-CENTURY ago, a guy given a watch for the holidays would have torn off the wrapping paper to find a modest box containing a timepiece about the size of a quarter. This season that same package is more likely the size of a hamper, with inside it a hunk of bristling, steel-studded hardware and gears.

Watches have bulked up steadily since the “Mad Men” era, incrementally becoming brawnier, thicker and wide enough across to invite comparison to sundials. Particularly over the last decade, high-end watchmakers like Breitling, Franck Muller, IWC, Lange & Söhne, Omega and Panerai and even traditionally conservative companies like Cartier led the way with models offering ample quantities of what the industry refers to as “wrist presence.”

It was an odd development, given that the rest of the culture was headed in the opposite direction, favoring smaller cars, reduced carbon footprints and leaner six-pack bodies over pumped-up bloat and monster guns.

But the Mark McGwire look, otherwise so out of style now, persists in the world of the steroidal sports watch. And that helps account for the fact that timepieces in stores this season seem to have reached epic proportions.