In general, the horizon since that's what most people are accustomed to seeing level. That's not a cut-and-dried rule though since, as in the last shot, sometimes the horizon and subject lean opposite directions. Try both and see which you prefer, then go with that. They are your photographs and you are the only one who has to like them.
Watermarks are a bond of contention for many people, and there are many discussions on this board pertaining to them. In my opinion they are neither a necessary evil nor do they have to be blatantly obvious on the photograph. Keep this one thing in mind: No matter how big the watermark, no matter how bold or bright or destructive the image, someone can ALWAYS find a way to remove it. If you are trusting a watermark to prevent your images from being stolen it isn't going to help. If you are using a watermark to signify that it's your work it doesn't have to be big and bold and in the middle of the image. I watermark all of my photographs, not to keep them from being stolen, but because I like for them to be identified as mine. The images I post here and on my web sites are relatively low-resolution images (800x533 pixels) so if someone wants to steal them they won't get a lot. My watermarks are, I feel, very unintrusive to the image.
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