For me it kind of depends. On some watches like say one of my G-Shocks I would then consider it kind of cool. Not when a scratch is on a 200+ watch even though it is made for the outdoors.
Also, ever get a scratch and wonder how it got there? Example: I went to the mall, walked around, looked at some interesting things... other watches and when I came home I found a scratch on the left bottom side of my watch. How did it get there. I don't wear metal shirts. It's not even the very bottom of the back of the watch but the bottom side so it wasn't rubbing a piece of dirt between my wrist and watch.
Whatever, I'll let it go.
I wouldn't let a scratch on the crystal go. Those are never battle scars for me but major annoyances.