I've done a lot of looking in to this, and I'm not sure JerryRigEverything's findings are definitive. There are other test out there, one by Consumer Reports.
There are 2 likely causes for what we're seeing.
First, the Apple is using a oleophobic coating on the sapphire. One trade off to sapphire vs glass is reflection: sapphire is much more reflective than glass. Mechanical watch makers use AR coatings on sapphire to reduce this.
On a regular watch, AR coatings can be underneath, on the outside, or both. When used on the exterior, the down side is this coating can scratch, or wear off.
With an AW, the sapphire is bonded to the screen beneath, so it may not be possible to use an AR coating underneath. We do know the AW oleophobic coating is on the surface. Many of the marks and scratches we see in the AW are clearly in the oleophobic coating.
Because the AW, unlike a regular watch, requires constant touching and swiping of the screen, we also see examples of the oleophobic coating wearing off sections. All the swiping and so forth, combined with dirt and dust particles on the surface, can have a micro-abrasion effect.
These are not in the sapphire, but the oleophobic coating.
Second, sapphire is very strong, much stronger than glass, but it is more brittle. One reason gas dive watches used to always use plexiglass or other synthetics for crystals vs sapphire is that under pressure, as in diving below 200M, even a modest hit on the sapphire could cause the entire crystal to shatter, as in implode. Seiko's Hardex, or plexiglass, can take a harder hit, may chip or even crack, but not shatter. The result is water may say stay out of the watch, allowing the diver to still see the time, and make an ascent.
The sapphire on the AW, because it has to bond with the screen and allow touch sensitivity, may be very thin. The AW also has pressure sensitive control. Pressing too hard on very thin sapphire, especially if here is even the smallest flex in the screen below, may result in fine cracks. These could look like scratches.
So my take is Apple is using sapphire, but very thin, and exterior coated to reduce glare. These too factors are can cause 1. scratches in the oleophobic coating, and 2. fine cracks in the sapphire from applying too much pressure, or a hard hit, due to flex below.