Let $(X, d)$ be a metric space and $f:X \rightarrow \mathbb R$ be a function such that
$$\lim_{r \rightarrow 0} \sup_{0 < y < B(x; r)} \frac{|f(x) - f(y)|}{d(x, y)}$$
exists for some $x \in X$.
Does
$$\lim_{r \rightarrow 0} \sup_{0 < y < B(x; r)} \frac{|f(x) - f(y)|}{r} $$
exists in this case?
Since $d(x, y) < r$, it is clear that $$\lim_{r \rightarrow 0} \sup_{0 < y < B(x; r)} \frac{|f(x) - f(y)|}{d(x, y)} \leq \lim_{r \rightarrow 0} \sup_{0 < y < B(x; r)} \frac{|f(x) - f(y)|}{r} .$$
Then when does the equal sign hold?
To observations:
My example is based on noncontinuous function. If a continuous function is needed one can change a bit the definition of $f$ to be partially linear.
Let $f\colon\Bbb R\to\Bbb R$, $f(2^{-n})=2^{-n}$ and $f(x)=0$ for other points.
Then $\sup_{y\in B(x; r)\setminus\{x\}} \frac{|f(x) - f(y)|}{d(x,y)}=1$ for any $r>0$ and so the first limit is equal to $1$. On the other hand, for $r=2^{-n}$ $$ \sup_{y\in B(x; r)\setminus\{x\}} \frac{|f(x) - f(y)|}{r} = \sup_{y\in B(x; r)\setminus\{x\}} \frac{f(y)}{r} = \sup_{y\in B(x; r)\setminus\{x\}} \frac{2^{-n-1}}{2^{-n}} =\frac 12. $$ Therefore $$ \liminf_{r \rightarrow 0} \sup_{y\in B(x; r)\setminus\{x\}} \frac{|f(x) - f(y)|}{r}\leq \frac 12,$$ which shows that the second limit isn't equal to $1$.
We can prove that the second limit doesn't exists in our case. Namely, for $r=2^{-n}+4^{-n}$ we have $2^{-n}<r<2^{-n+1}$ and therefore
$$ \sup_{y\in B(x; r)\setminus\{x\}} \frac{|f(x) - f(y)|}{r} = \sup_{y\in B(x; r)\setminus\{x\}} \frac{f(y)}{r} = \sup_{y\in B(x; r)\setminus\{x\}} \frac{2^{-n}}{2^{-n}+4^{-n}} \to 1 \ \ (n\to\infty), $$ so $$\limsup_{r \rightarrow 0} \sup_{y\in B(x; r)\setminus\{x\}} \frac{|f(x) - f(y)|}{r}\geq 1.$$
Final remark. It can be shown that $$\lim_{r \rightarrow 0} \sup_{y\in B(x; r)\setminus\{x\}} \frac{|f(x) - f(y)|}{d(x, y)} \color{red} = \limsup_{r \rightarrow 0} \sup_{y\in B(x; r)\setminus\{x\}} \frac{|f(x) - f(y)|}{r} .$$