Push button device for timepieces, including: - a tube of generally cylindrical shape, intended to be assembled to a watch case, - a push button provided at a proximal end with a head to allow a user to actuate the push button, said head being integral with a central shaft to ensure, at a distal end, the connection between the interior and exterior of the timepiece, said push button being engaged and axially slidably mounted in said tube, the front face of said head including a logo or a trademark, - a return spring surrounding said shaft and inserted between an internal shoulder of the tube and the push button head, to generate an axial force, - at least one sealing gasket surrounding said central shaft to ensure the seal between the central shaft and an internal wall of the tube, and - a stop member for retaining said push button in said tube against the push force of the return spring, said device being characterised in that the device further includes - a device for adjusting the angular orientation of the head with respect to the watch case, - said angular orientation adjustment device comprising a friction ring disposed concentrically around the central shaft inside the tube in that the friction ring rotates integrally with the central shaft and is free in translation with respect to the central shaft, in that the friction ring comprises an external friction surface in friction contact with an internal wall of the tube, and in that the central shaft comprises means for actuating the latter in rotation making it possible to pivot the push button against the frictional forces generated by the friction ring in order to adjust the angular orientation of the head. - a tube of generally cylindrical shape, intended to be assembled to a watch case, - a push button provided at a proximal end with a head to allow a user to actuate the push button, said head being integral with a central shaft to ensure, at a distal end, the connection between the interior and exterior of the timepiece, said push button being engaged and axially slidably mounted in said tube, the front face of said head including a logo or a trademark, - a return spring surrounding said shaft and inserted between an internal shoulder of the tube and the push button head, to generate an axial force, - at least one sealing gasket surrounding said central shaft to ensure the seal between the central shaft and an internal wall of the tube, and - a stop member for retaining said push button in said tube against the push force of the return spring, said device being characterised in that the device further includes - a device for adjusting the angular orientation of the head with respect to the watch case, - said angular orientation adjustment device comprising a friction ring disposed concentrically around the central shaft inside the tube in that the friction ring rotates integrally with the central shaft and is free in translation with respect to the central shaft, in that the friction ring comprises an external friction surface in friction contact with an internal wall of the tube, and in that the central shaft comprises means for actuating the latter in rotation making it possible to pivot the push button against the frictional forces generated by the friction ring in order to adjust the angular orientation of the head.