Apple Releases Detailed Apple Watch Drawings to Public [PDF]
developer.apple.com
developer.apple.com
I'm unclear though, on whether you can make your own lugs. Historically, Apple has allowed 3rd party accessories, but has effectively charged a licensing fee by requiring the purchase of enabling hardware (30-pin connector, Lightning connector, Authentication Co-processor). I'd assume Apple wants you to buy Apple lugs, but it's unclear on whether Apple's lugs are a requirement or a convenience.