I'm not a lawyer, either on OF or in real life,
@Sambation but I would refer to the consumer law in your region/country in this instance.
For example, In the UK we would be protected by the Sale of Goods Act 1979 under your circumstances. i.e .if the watch has a latent defect, you would be entitled, within a reasonable time period, to the following recourse 1/ Replacement with a new watch, 2/ A Full refund or 3/ repair - at the expense of the retailer in question.
In the UK many retailers seem to want to "send it back to the manufacturer for assessment" i.e. repair. But for for a latent defect you would be entitled to options 1 or 2, which they often don't willingly volunteer.
Good luck with your watch - yes, defects often slip through the QC process, but it is important that they're dealt with in the right way at AD level. Their priority should be that they would want you to go away happy, with your big £/$/EURO purchase and willing to tell others what a great watch it is.