Swatch launches Swatch X You, a custom design system for true watchanistas

Swatch, the fashion watch for the masses, has created Swatch X You, a clever online watch “factory” that lets you pick a face, band, and extra doodads to truly customize your $65 to $85 watch. The service, available now, offers watches in two sizes 34mm and 41mm.

I’ve asked the Swatch group for comment – I basically want to know who is buying Swatches these days besides bored people in airports – but until I hear back we can take a closer look a the project.

Basically you can choose from among five very basic watch bodies in various colors. You can mix and match the straps and various accessories including little jewels that attach to the band and even modify the strap holders to reflect special occasions or personal preferences. The prices start at about $65 and can go up…

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