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The backlight has three features that you can adjust: the level of brightness (Brightness), how the standby backlight activates (Standby), and whether the backlight activates when you raise and turn your wrist (Raise to wake).
The backlight features can be adjusted from the settings under General » Display.
The Raise to wake feature activates the backlight when raising your wrist to look at the watch. The three options for Raise to wake are:
You can also set the backlight to be always on. From watch face, long press the lower button to enter Control panel and scroll to Backlight and toggle the switch to force backlight on.