If you cannot simply pull the crown out (away from the case), then your watch has a “screw down” crown.

Most Stührling Original watches are equipped with a “pull out” crown with dual “O” rings, which will accommodate water resistance to fifty meters. This is more than sufficient for most fine timepieces that are made for dress rather than everyday wear and tear (especially by men). Some of our timepieces are made to endure rougher and tougher wear, particularly from the diver’s category. For these models, we have included a “screw down” crown to help prevent water infiltration as well as overall rougher wear.

In order to adjust the date and/or time on such a watch (or if the watch has a mechanical self-winding movement and requires manual winding to initiate the movement), you must first unscrew the crown before you can gently pull it out to its first or second position. To do this, simply rotate the crown counterclockwise until it springs open. If your watch has a mechanical self-winding movement, you will need to have the crown in the first position (closest to the case without the threads of the stem being engaged in the case) in order to wind your watch and thereby put some power on the mainspring. When you have finished setting the watch and/or winding it, the crown must then be pushed in and screwed back in tightly. Overall, this process should not require a lot of effort or force.