That’s very odd indeed. Also, that has not been my experience.This. I’d give you a thousand thumbs up if I could. Can’t comment on what the OP was told, but Apple watches have always been sold by appointment because they must be paired with an iPhone and Apple insists on offering to help. Period. By a trained person. Period. Oddly the loophole is to order online for parking lot pickup. Then they will just hand it to you. Even iPhones or iPads they offer to help but you can decline.
I’ve had two Apple Watch experiences. First was to buy a Series 4 about 4 years ago. I walked into one of our local Apple Store and I hadn’t fully decided if I was going to buy a Watch. Hemmed and hawed with my husband there
Second experience is buying an Ultra which I did order online and picked up from Apple Store. They didn’t offer to set it up for me and that’s fine. They may recognize me as I’ve been to that store many times over the years. Popped Ultra in a bag and went home.