Nightdiff, if the watch face were fully on at all times, your battery wouldn't get you through more than a few hours. The watch should "wake up" with a slight movement of your arm.
In my case, and I've read of several others, that movement required more force than it should have. Most people seem to be seeing the opposite, that the watch perhaps wakes up too easily.
I sent mine back as being defective. I may order another one but plan to wait for a bit to monitor how some of the other problems are dealt with. I think these forums are a good way to do that.