The 23-year-old American sprinter - the fastest man in the world this season - eased up well before the line to win his heat in 9.98sec at the Khalifa Stadium.
Coleman, who narrowly escaped a drugs ban earlier this month, was the only man to duck under 10 seconds in the first round.
Akani Simbine of South Africa was second fastest in 10.01sec with defending champion and veteran Justin Gatlin third quickest in 10.06. An unhappy-looking Coleman later brushed past journalists following his heat, saying nothing other than a cursory "Felt great."