Umm, since both ends of the wire is 9 connections, my guess is pin one on the PCB is pin 1 on the serial plug. This is pretty much the norm, probably to ease construction of the devices.
Again guessing (from the pics) I think pin one on the PCB is one the left veiwing from the top (right on the bottom). I'm basing this on the square around the weld on the bottom, and pin one usually being on the left if the vertical snaps are on top (like your pic).