It's possible that the cliché uses separate blocks for the model name and then for the A&F text, allowing the latter to be shared with the Auto-Graph. So print the model name, then swap that block for one with manufacturer (and blanks for registers etc to prevent ghosting on things printed in first pass) - and someone mistakenly put a Heuer, rather than A&F, block in for the second pass. The ink certainly doesn't appear identical between the two.

Not entirely sure on the printing of the Heuer shield though - some traits (wonky U, curve to the top of the second E, thicker lower half of that second E) are present on a contemporary 2444 too:

But are much more pronounced on the Seafarer dial. Cliché assembly mix-up and some sloppy application of ink to the cliché? Maybe.