Apple Watch owners are complaining about scratches on their new pride and joy (UPDATE)

Some Apple Watch owners, still enthralled by the new watch smell coming from their latest tech purchase, do have a complaint to make. The stainless steel version of the timepiece is picking up scratches on its body way too easily. In some cases, the scratches are appearing within hours after the device is removed from its box.

Those who purchased the entry-level Apple Watch Sport model aren't having the same problems thanks to the matte finish on the watch which tends to cover up any marks made to the aluminum. We should point out that this is not happening to every Apple Watch model being ...