A. Lange & Söhne

For me, it's perfection.

...and then (for me) it would be more perfect : )

...my point is there was no need to have it the way it is. We would read it and understand it just fine if it weren't flipped.

But it is an amazing watch I’d love to own.

I would assume ALS got it right as it's easy on the eye as are watch dials with flipped Arabic numerals. I would not have a problem if AB wasn't flipped but what about Doppelfederhaus? I'm not a graphic designer so I don't take notice of such things but would certainly like to understand your point of view.

Essentially, we know what it says. It would be very easy to read if it wasn't flipped. In fact, you could argue that they don't need 'Auf' or 'Ab' at all...the triangles do the work for you. I have never been a fan of extraneous text on dials but I give Doppelfederhaus a pass as it helps balance the dial. There are no hard and fast 'rules,' but watch manufacturers rarely seem to consult professionals when it comes to text...

I agree with your suggestion to remove unnecessary text from the dial. I think your “annoyance” of the AB orientation is exacerbated with the composition of the photo having the up down on the top of the watch vs the side…. In other words it is all Fernando‘a fault 😀🤣