I suspect this is normal, its not smartphone bright/vibrant.
But enough for what you need in a watch, at lesser power consumption.
I think the marketing material shapes people's expections unrealistically with regard to the display.
Yeah, I agree, the watch faces and other screens look super bright and vibrant on website reviews and other marketing formats. Not quite the same when you are wearing it on the wrist, especially in low light. That being said, I am happy to give up some of that for the quite good battery life - 7 days for me with 6-7 GPS activities during that period.
I too was disappointed in this as I was hoping for Apple Watch type display, but I'm used to it now. Some watches are hard to see outdoors but this one is beautiful and the features have me hooked.