Previously, after adding a new watcher to an issue we used to add a comment saying, "Updated watcher list" which would then send them an email.
Now, we typically add them as a watcher and then "share" the issue with them.
That's not possible at the moment, but there's an open improvement request (JRA-5494) to have that functionality implemented. Feel free to vote for it to increase its visibility and add yourself as a watcher to keep track of the process.
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