I think the problem you will run into is that most of the "smaller" watch companies do not really do their own top down designs. There are companies - like the one you spoke to - who will deliver to you a personalized (branded with your wiseman watch co. name) batch of watches but the underlying design of the watch is from their catalogue and might be sold at the same time - in a similar combination of case, crown, movement, strap.... - to another customer somewhere else.
It is all about money - the more pieces you sell of any give design, the better the profit and the quicker design and manufacturing cost are amortized. Think about it - if you gave them your own design - how many pieces would you order of that watch? What would you be willing to pay to them? What could you resell them for? What would be the cost to do (cnc) a watch (just case, bezel, dial, crown) from scratch? Add movement, hands, crystal and assembly, packaging....