By  on December 22, 2008

LONDON — Bamford & Sons, the British ready-to-wear and accessories brand, is letting its customers give the label’s new line of customized Rolex watches a personal touch.

Earlier this month, the label launched a Bamford Watch Department Web site that allows customers to play designer and customize details such as their watch’s bracelet colors, dial indices, date color and write their own text on the watch’s face. Customers can see the results of their designs on a virtual watch on the Web site. The company currently offers the customization service on a Rolex Submariner watch that retails from 5,500 pounds, or $8,110.

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