Orientable valve device including: a valve provided at a proximal end with a valve head integral with a central shaft terminating in a distal end, the front face of said head comprising a logo or a trademark, a tube intended to be assembled to a watch case, the shaft being arranged to be able to move in translation along its longitudinal axis in said tube, the tube comprising an inner shoulder defining an upper step and a lower step and delimiting a first upper space inside which is housed the valve head and a second lower space defining a passage connected to the interior of the watch case and into which extends one portion of the central shaft, a sealing gasket surrounding the central shaft to ensure the seal between the shaft and an internal wall of the tube, a return spring surrounding the shaft portion housed inside the passage and extending between the lower step and a stop member arranged at the distal end of the valve shaft so as to hold the valve head in abutment against the gasket, and a device for adjusting the angular orientation of the valve head with respect to the watch case, characterized in that said device for adjusting the angular orientation of the valve head includes a friction ring arranged concentrically around the central shaft, between the valve head and the stop member, in that the friction ring rotates integrally with the shaft and is free in translation with respect to the shaft, in that the friction ring includes an external friction surface in friction contact with an internal wall (8a; 9a) of the tube, and in that said device for adjusting the angular orientation of the valve head includes means for rotational actuation of the latter making it possible to pivot the valve against the frictional forces generated by the friction ring in order to adjust the angular orientation of the valve head. a valve provided at a proximal end with a valve head integral with a central shaft terminating in a distal end, the front face of said head comprising a logo or a trademark, a tube intended to be assembled to a watch case, the shaft being arranged to be able to move in translation along its longitudinal axis in said tube, the tube comprising an inner shoulder defining an upper step and a lower step and delimiting a first upper space inside which is housed the valve head and a second lower space defining a passage connected to the interior of the watch case and into which extends one portion of the central shaft, a sealing gasket surrounding the central shaft to ensure the seal between the shaft and an internal wall of the tube, a return spring surrounding the shaft portion housed inside the passage and extending between the lower step and a stop member arranged at the distal end of the valve shaft so as to hold the valve head in abutment against the gasket, and a device for adjusting the angular orientation of the valve head with respect to the watch case, characterized in that said device for adjusting the angular orientation of the valve head includes a friction ring arranged concentrically around the central shaft, between the valve head and the stop member, in that the friction ring rotates integrally with the shaft and is free in translation with respect to the shaft, in that the friction ring includes an external friction surface in friction contact with an internal wall (8a; 9a) of the tube, and in that said device for adjusting the angular orientation of the valve head includes means for rotational actuation of the latter making it possible to pivot the valve against the frictional forces generated by the friction ring in order to adjust the angular orientation of the valve head.