When an observer staring at the coil's face notices that the current is flowing in the anti-clockwise direction, the coil's face will act as the North Pole.
Similarly, the face of the coil will act as the South Pole when the current is flowing in the clockwise direction.
The clock face rule requires us to examine one facet of a circular wire (but rather coil) whereby a current is flowing:
If somehow the current runs clockwise around the face of the circular wire(or coil), that aspect of the circular wire would be the Southern pole. (S-pole).
If somehow the current runs anticlockwise across the face of the circular wire(or coil), that face of the circular wire would be the Northern Pole (N-pole)
An illustrative diagram of the clock face rule is given below.
