i wonder if different watch faces provide different battery life, maybe something with a bright white background or a lot going on with complications will run your battery down a bit faster than one with a few complications?
I wondered about this too so awhile back I conducted my own unofficial test on my S4. I removed all complications on the watch face I saw a modest improvement in battery life. I would imagine it has to do with apps constantly updating in the background? I haven't tried it on my S5 though.