A lot of Watch apps also get installed through the attached iPhone when you install the associated iPhone app. I think it was the default, I turned it off, to have "Automatic Downloads" on for apps. So if that's still the default (or the present setting for the watch) then if you download Strava for iPhone you'll get Strava on your Apple Watch without ever touching the Watch App Store.
This is the disingenuous piece if so - as in if the target is non companion iOS, then it’s watchOS App Store? That breaks the logic of the rest of the data disclosure