Before the Roadhouse fire, Ash and Dean are talking on the phone. Ash looks at his watch, on his left hand, it says 8:10, and has a black dial/face. As Dean and Bobby go through the rubble, Dean identifies Ash by his watch. Still on his left hand, it is now upside down, evident by the crown of the watch (used to move the hands of the watch) which previously facing his hand, is now facing his elbow. Also, the dial/face of the watch is now silver instead of black. This is a different watch, and was inadvertently put on the burnt arm upside down.