Did apple post the wrong picture on their website?

That's the clasp.

 

No, I think you are right. The other photos show a clean side on the watch without the crown.

 

Nope....its the clasp on the strap! Here it is from another angle...

 

Funnily enough a week or so ago I saw that same photo and thought.

Wow, I'm sure it's not curved.
I make the same mistake as you for a moment.

And yes, we'd all probably be a bit happier if THAT WAS the side view of the watch

Perhaps v2 or v3

 

Trust me the watch is not curved , nor is it nearly that thin.

 

That's a sneak preview photo of version 3, already on the drawing board

 

I was confused for a second there but yep. Check the videos on the Watch page. That view is featured and it is in fact the clasp on the wrist strap.

Panic over.