I think there's some confusion in regards to the App Store for the watch, so I'll try my best to clear it up.
There is no dedicated button for "App Store" for the Apple Watch. All we have is the Featured button. When you click on Featured it takes you to a certain set of apps that Apple has recommened just like the iPhone/iPad App Store. But what we don't see is is the Explore or Top Charts buttons that take us to other apps that we may be interested in beyond the Featured ones. However, we can see more apps by clicking on "Categories" in the top left corner. This takes us to the rest of the apps. If you want to dig further, you need to click on See All so that more options will come up.
Where the confusion comes in is that many people think that there are thousands of apps out there for the Apple Watch, which there are not. There are only hundreds, and I mean low hundreds out there right now. So what you see listed is what we have. I'm sure more are to come, just give it time.