As I understand it, Stowa’s company identity is now expressed through this design:
It consists of a logo made up of a graphic and the company name plus a strap line which emphasises what the company believes is important about itself. It is very nicely designed. Taken as a whole, I can’t fault it as a piece of graphic design for print or web site. The three elements - graphic, name and strap line - work well together. The design has a nice balance without being symmetrical. It is perfect for use on company documentation.
However, it is not possible simply to cut up a good piece of design and use the pieces separately, which is what I think has been done here. Take away the strap line, stick what remains on a watch dial, and everything changes:
Without the strap line to unify and balance it, I think the design takes on a clumsy one-sided look. I’ve always thought that the crown was a good place to put the W graphic, leaving only the name on the dial. Placing the graphic centrally above the name, as on the Seatime, would also work better than having the graphic and the name side by side.
It is a lot to ask of a piece of graphic/typographical design that it should be suitable for company documentation as well as modern and classic styles of watch dial. I’m sure it can be done but this design doesn’t do it. Just my opinion. At the end of the day the only opinion that matters is Jörg's.