Case back orientation - what's the deal?

There are several special edition Pilot's watches that have an graphic engraving on the rear case cover. In the marketing images this engraving is always the correct way up, i.e. the top of the graphic is at the 12 o'clock position. Is that how they are delivered? Or is it just for the marketing photos?

I've noticed in images of many pre-owned timepieces the graphic is oriented differently to the marketing photos.

Is this anything to be concerned about from a provenance/authenticity perspective? I assume the cover will 'screw down' in several possible locations depending on the orientation it started at, and also probably depends how tight the cover was screwed down?

Is it the case that if it's been done 'properly' then the graphic should always be correctly oriented? Or due to water-tightness, will the watchmaker prefer the correct torque on the case back, rather than worrying about the orientation?