I think a lot of people getting an Apple Watch, who have not had experience in the past with large, thick metal watches, will be in for a surprise by how many things they will hit their watch against. Even starched shirt cuffs will eventually leave their mark on a highly polished SS watch case. The design of the Watch, while arresting, almost ensures that the crystal will take a beating, and chipped edges wouldn't surprise me, even with a sapphire crystal.
But that's part of the territory with a high-end watch, particularly one marketed as a sports/activity watch. The only way it will remain pristine is if you don't wear it.
Too bad Apple didn't team with Casio for a G-Shock version. I would have bought that in a heartbeat. Some of the cases out there will have to do for folks whose Watches will take a lot of abuse.