Hi xsw
I am one to look after my watches too, and the scratches ‘hurt’, I know. I can tell you, however, that the first scratch, particularly on a brand new watch, hurts the most. Be annoyed for a moment, grieve a little, and then move on. There is no easy answer, but it is either something you come to accept, or you don’t wear the watches.
A couple of other comments for you to consider:
Try purchasing used watches, particularly the vintage classics. While ‘good’ condition is desirable, they usually come with a few scratches. I find I can accept scratches on vintage pieces that other people have made more easily than I can accept scratches I have made on new pieces because of inattention.
The first scratches on a shiny new watch are the most obvious, but as the swirls build up (I am not talking about deep gouges) the whole piece takes on an even ‘patina’ (not the best use of that word, I know). My wife has worn the same Reverso for the last 5 years. While careful, she is certainly not as meticulous as me. She ‘lives’ with that watch and it is involved in all her day-to-day activities. The watch is not its beautifully shiny new self anymore, but it has its own scuffed charm that reflects her life. I actually love it like that.
I hope you can come to an acceptance of a few scratches, because any other path leads to frustration and madness …
Andrew