Seems like my message sounded more negative than in my head.
When you look at the design, it feels just out of place compared to traditional watch design: round, subtly ornamental, tastefully designed. Experts love to look at the finer details up close. And experts will want to buy something like Michael Kors 6th Gen or Fossil's Gen 6 hybrid for it's traditional look.
In contrast, Apple watch looks quite odd with its flat screen, square shape, color contrast black glass screen with matte aluminum casing. At first glance, it's almost irritating.
But this is precisely what makes it stand out. Can one tell the difference between Seiko and Tissot? Omega vs. Rolex? An expert, maybe, but for most people, it's just a traditional steel watch that gives you time. On the other hand, Apple watches will be instantly recognizable even at a certain distance, and irking some people is a small price to pay for this.
Apple loves to do this: after the apple watch, we got airpods, airpods max, the cheese grater Mac pro. Before, it was the magic mouse. They were not all successful, but they did stand out design-wise. And they sold well because apple doesn't target headphone enthusiasts or watch enthusiasts; they target apple enthusiasts.