I think there is a lot of "missing the point" going on here.
The makers of watches like this are not intending to tell the time in an inherently easy manner. We have a very good, simple, intuitive way of doing this that everyone learns as a child. And these makers have deliberately chosen to ignore this design.

By altering the time display so completely, they are encouraging you to really look at your watch, be entertained by its difference, amused by the wit and whimsy and be impressed by the engineering and craft used to elaborate the display of time.
They want you to enjoy the process, look hard, and solve the mini puzzle you are wearing, rather than just glance at the time.

Personally, I do not really like them, I think it's a load of guff, but I understand the imperative to challenge the wearer.

D