So the sapphire screen does have oleophobic coating on it. This seems very counter productive to have on the sapphire. If both sport and apple watch screens get scratches from the coating, then there is no point getting apple watch for the sapphire glass.
Also, I guess I am not the first. There is another person scratched his sapphire apple watch too.
https://discussions.apple.com/thread/7021615?start=0&tstart=0
I think Apple's response would be that the sapphire glass would show marks far too easily without the coating (even with the coating it's not ideal), and as the coating wears marks will be far less obvious. I do agree with you, though. Beyond marketing and margins I don't understand the decision to offer sapphire glass on the watch at all.
More than anything I am disappointed at the decision to put aesthetics before practicalities. I have owned quite a few very nice watches over the years, and they have all had glass that was slightly recessed within the case, so that blows and scrapes that were anything but perfectly parallel to the (bevelled) glass would hit the case. A scratched or nicked case may be annoying, but it is significantly less so than scratched or broken glass. This point is all the more important for a touchscreen device.
When I originally got the watch I had planned to keep it naked, save (maybe) for a screen protector. It has become apparent to me that from a practical perspective I will need a case or bumper at least some of the time, but I would rather not have the hassle of removing the band each time I want to put a protector on, or take it off (which seems to be required by all of the good protectors), so I suspect that I will find one that isn't completely hideous and leave it on all of the time. I will be interested to see how many other users come to the same conclusion.