He'd better not. Than the rest of us pay for his stupid mistake.
I dare the OP to post a youtube video of him crashing his Seiko into a concrete wall the same way he did his new watch and showing us the lack of scratches.
Integrity is when you do the right thing even when it hurts. If the OP has integrity, he'll either keep the watch or sell it. But returning it to Apple would be dishonest.
I disagree with your interpretation of integrity.