Burn from watch strap?

So I’ve had several Apple Watch’s before, S3, S6, S9 and now the S10.

I absolutely love the S10, the battery life is easily better than what I had on my other watches.

But I’ve started having irritation where I have the watch. First it was itchy, now it looks like I’ve got a burn and the skin is peeling.

I’ve not experienced this on any other Apple Watch I’ve had, I’ve tried wearing the watch looser, but it doesn’t make a difference. I’m currently using the black sports band, but I’ve used sports bands on my S6 and the Nike sports band on my S9.

I’ve never had this kind of irritation before from an Apple Watch. Does anyone have any idea what could be causing it with my S10?

Also, just wondering if it’s worth getting Apple Care + on the watch?