The phone only has the basics. Everything else is in the settings on the watch. On your watch, go to Menu → Watch Face → your watchface and choose Customize, edit, configure or the edit icon. The exact path and wording are slightly different on every model.
| Looking for | On the watch |
|---|---|
| Format, units and refresh time of a field | Datafield Options |
| The text of a label, Color Overrides, Offsets | Labels, Colors & Offsets |
| Goals | Goals & Progress Bars |
| Time and hands | Time Options |
| Always-on display | Always-On Display |
| Touch shortcuts | Touch & Shortcuts |
| Date language, first day of the week | Date Language & First Day of Week |
| Rename, color or remove a profile | Profiles |
| The other options of your watchface | The manual of your watchface, like November Analog |
See the Settings Menu Map for everything in one overview, and Settings on Your Phone for what the phone has.