i bought a 377701 from an iwc boutique,only to find some scratches on the case.i sent it back to the iwc centre in sydney,eight months later it was replaced with a brand new watch. if you don't think that you caused the damage,and you would remember it happening at the time,i'd argue the point for a replacement.watches do get mistreated by staff-there is a lot of movement with handling watches that are on display.sure it's the customers responsibility to inspect the watch before purchase,but one expects the retailer to be forthcoming with it's own responsibilities regarding the stock it keeps.
good luck.
kenneth.