Four years ago, Bamford & Son’s launched a custom Rolex programme, allowing customers to customise colours and text on their new Rolex, in the same way Nike and other footwear companies have done. They have now launched this initiative online, with Rolex’s classic Submariner model. The watch will cost you about 7,000 pounds depending on options you choose. Check it out here.

Thanks to Paul Mittleman for the heads up.