Apple doesn't allow third party watch faces on the Apple Watch. There are some third party apps on the App Store that try to appear to the user as a watch faces, but they aren't watch faces, they are just normal apps, and generally they don't offer a good user experience.
this post was submitted on 09 Nov 2023
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Apple does not officially open up watch faces to developers. All the custom "watch faces" you see are one of the following:
- An app that pretends to be a watch face. You need to keep the app launched to see that "watch face".
- A number of custom complications that works with existing Apple watch faces (for example Modular watch face), but with more clever or unique design that gives you the illusion that it's a different watch face