LOL this is going to become the next social media week-long fad. "Is the watch broken or is it a reflection? The internet can't agree on which it is!"
It really does look broken, but I can't say for sure; a close inspection also makes it look like a reflection. It also doesn't add up, with the comment and the fact that they'd let people try on a broken watch.
Oh well, we'll see broken watches for sure soon enough!
Edit: after playing around with the color, brightness, and contrast, it DOES look like it is in fact a reflection, but still not 100% positive.