I was hoping for some examples of what the author would consider to be bad typography on a watch, typography they don't like. Instead, we just get a generic statement of "Many brands use off the shelf fonts but small." Perhaps this is them subtly implying that they don't like it, but to me that just sounds like they're "acceptable", not "bad". Combine that with the fact that typography is about as subjective as music, I see no issue with how things are currently.