Project X Designs, a new London-based Rolex customizer, has already won some high-profile fans including James Bond himself - Daniel Craig. Project X, which also produces its own Limited Edition Rolex designs in small runs, began with a custom Submariner and Daytona a few months ago which have nearly all sold out. Two new Daytona models have just been released. Founder Daniel Bourn, 37, also launched the London Watch Company in 2003 which specializes in building collections of vintage "investment grade" Rolexes for private clients. Bourn is actually a former investment banker who developed an "obsessive compulsion" for collecting rare, modern and vintage luxury watches and decided to change careers.

Bourn launched Project X Designs (PXD), which has offices in Hanover Square, London W1, out of a desire to "provide a service to clients who appreciate the history and allure of original manufacturers' brand name – guaranteeing maximum performance with minimal maintenance – but who seek the individuality that contemporary high volume production does not offer." It's an aesthetic that appeals to celebs like Kanye West - The Classicist reported on his blacked-out Rolex earlier this year - and Craig, a diehard Rolex enthusiast as we noted last year, who owns PXD's custom Submariner.

PXD offers two distinct services via its website: the first, a bespoke service which, like a bespoke suit, tailors a new luxury wristwatch with unique features to the clients' own personal specification. For example, a leading Formula One Racing Team have commissioned a special Daytona - carrying the company logo on the reverse together with the details of the race victory - for each of its Grand Prix winning drivers. Ex Bond actor Roger Moore also has a bespoke watch in development from PXD. The second element of PXD is the introduction of collectible limited edition (runs of 24) customized Rolex watches inspired by the retro styling of the classic Rolex models from the past.



The bespoke customization service offered by Project X Designs is the 'backbone' of the site whereby watches can be tailored to suit the clients' demands. At present there are 18 Rolex models to choose from and 19 options ranging from different straps to DLC (Diamond Like Carbon) blacked-out watch cases at £1,650. Clients may choose as many of the bespoke options as they wish - more options are in development and will be added to the site in the future. The super-cool DLC Daytona pictured above from the new series is priced at £10,750 or about $17,500.