First of all, tread direction makes little, if any, difference on pavement, though it can be important with dirt tires.

Second, rolling direction makes absolutely no difference to a front wheel with a plain front hub (no brakes, no generator, etc).

So, if you'd prefer the tire rolls the way the arrow points, feel free to flip the wheel. Don't forget to remove the QR skewer, because most are easier to use with the lever on the left side.

BTW - it's common for folks using tubulars in alpine conditions to reverse the front wheel from time, because the braking action can cause them to creep (look for an angled valve, that wasn't installed that way) and reversing the wheel lets them correct themselves rather than making you work for your supper.