Square face, heavily rounded edges. Diminutive size even for the large face (remember, Apple is measuring the vertical size, where as a traditional watch would be round and the measurement would be the diameter). In fact, the 42mm watch is less than 40mm wide, which is very small. Heavy use of polished metal and highly reflective surfaces make the design more flashy, something that is typical of jewellery, like bracelets, which are (gasp!) most of the time worn by women. This is not even getting into the combinations of colors and materials. Even the metal bands are not that substantial, with the mesh type band clearly being geared towards women (it really looks like a bracelet), and the link band appearing at best to be a throwback to Casio digital watches (this is as "manly" as it gets for Apple watch). If you're an average NA male with an average build the 42mm Apple watch looks diminutive. The 38mm variant looks like you stole it from a kid.
In all, beauty is in the eye of the beholder, however, the design is clearly geared towards women, whether the men who purchased the watch want to admit that or not. I do not expect Apple to limit their market explicitly, but the decisions made around the design are clearly pushing them into a certain type of demographic.
As a parting note, look at the most expensive variant of the Watch, Watch Edition. There are all of two variants that are something you would typically find in men's watches, and the rest are all clearly targeted at women (white, pink, red, midnight blue, etc.).
Here is some decent, albeit not so rosy, commentary on the Watch in general
https://medium.com/@flyosity/inconvenient-truths-about-the-apple-watch-11bafa44551b#.4zcdu46a2.