it drives me… crazy.
What I like here is somewhat what you describe: the "artistic" freedom, the choice to orient the numbers not as they are supposed to be, but in such a way that they appear so intriguing and interesting that looking at your watch becomes an aesthetic experience and not just a collection of information.
And of course we don't need numbers, but when the font is attractive, it can bring something that indexes don't convey.
Best, Emmanuel 