Apple watch Sapphire display has a mark on it

Looks like a small scratch. Cosmetic damage is not covered unless you have AppleCare+. AppleCare+ allows two cosmetic damage claims at a cost of $79 each. Your photo looks like there are scuff marks all over the bezel, like the watch has been through the ringer.

Agreed. It looks rather beat up, almost as though the thing was slid along something face down on the crystal/bezel.

Make an appointment at the Genius Bar of the nearest Apple store to have the device looked at. See what they have to say about it. Anything we say here is not binding, we are users like you. Only they can determine what the issue might be.

lkrupp wrote:

Cosmetic damage is not covered unless you have AppleCare+. AppleCare+ allows two cosmetic damage claims at a cost of $79 each.

This is incorrect - cosmetic damage is not covered under AppleCare+.

4.2 Hardware Coverage and ADH Coverage.

"(v) The Plan does not apply to cosmetic damage to the Covered Equipment, including but not limited to scratches and dents that do not otherwise affect the functionality of the Covered Equipment."

http://www.apple.com/legal/sales-support/applecare/applecareplus/docs/applecarep lusnaen.html

It is possible that you have only scratched / worn the coating on your watch crystal, rather than damaging the crystal:

"The sapphire crystal on your Apple Watch has a fingerprint-resistant oleophobic / oil repellent coating, which will wear away in time under normal usage."

https://help.apple.com/watch/#/apd707b42a5e

KiDxEliTe wrote:

Also considering this is advertised as being a sapphire crystal screen how could it be scratched?

Where did you get the idea that sapphire crystals are scratch proof? Nothing is scratch proof, just scratch resistant. All high end watch manufacturers provide services to replace scratched or broken crystals (Rolex for example). Yes, a sapphire crystal CAN be scratched under the right conditions and it happens. Sapphire just takes more of a licking before it scratches than glass. Apple does not advertise the sapphire crystal to be scratch proof.

As ChrisJ4203 advises take your watch to the nearest Apple store and let them examine it.

Here, for example, is TAG Heuer's FAQ answer regarding marks on sapphire crystals:

My crystal is supposed to be scratch-resistant, but it has been scratched, why?

TAG Heuer watches from the current collection are fitted with a scratch-resistant sapphire crystal that is not affected by general wear and tear, but extremely hard material like diamond and intense rough treatment may scratch it. Some models are coated with an anti-reflective substance, a thin layer on the crystal, which eliminates reflected light, ensuring optimum readability. This coating is susceptible to scratches and can therefore give the impression that the crystal is scratched.

Apple applies a fingerprint-resistant / oleophobic / oil repellent coating, to which the same principle applies. This has been experienced by other Apple Watch owners (eg WARNING: Sapphire Screen Scratches! = only a scratched coating).

In the Apple Watch User Guide, Apple also notes that: "Cleaning products and abrasive materials will further diminish the coating and may scratch the glass or the sapphire crystal".

https://help.apple.com/watch/#/apd707b42a5e

Apple can examine your watch, confirm the nature of the mark and advise you of your options.

my watch too has a huge scratch. Don't know how it ended up there. Been using for 3 weeks and it was spotless till couple of days back.

i thought sapphire shatters easily but doesn't scratch that effortlessly. been using it only for the last 3 weeks and the whole purpose of getting a stainless steel against a sport was to avoid screen protectors! would be grateful on tips to get rid of the scratch.