Currently, Apple doesn’t allow custom or end user watch faces. The only custom option is for a “photo face” but that option is limited to displaying the time as big numbers positioned across the top or bottom.
It’s unclear why Apple has kept watch faces so limited.
If they would allow the photo face option to display analog hands, then users, companies, and designers could easily personalize and brand the watch.
Here is a mock-up. The top two images represent exposing two new choices in the Photo Face Gallery – the simple watch with and without the dial. With these two options, it becomes possible to add a background image with a logo or add a background image with an artistic dial and logo.