This!!!
I cannot agree with Piggie's assertion that fully open would be "good". As you say, it certainly wouldn't chalk up any goodwill with Rolex if Apple intentionally allow people to indiscriminately use their designs without allowing them the means to profit from them.
I know openness in the Apple world is always a matter of debate. But then, it is my Watch and I would like to use whatever design I see fit. And if there's some intelectual properties problem, it should/would be me the one responsible.
Isn't it the same with iPhone wallpapers? What if I use a copyright protected image?