The Project X DS7 Custom Paul Newman Rolex Daytona and the other, colorful variations (Project X DS4, DS5, DS6) are as though some of the pieces from our “Watch What-If” series became real. I mean, sure, there are some varieties and colors to be had, but with certain brands, you are just not likely to see something that is, shall we say, a bit wilder than the rest of the lineup. Rolex is a perfect example of this: despite the seemingly massive interest in newer designs, unless you head to some of the aftermarket customizers, you will not be able to get your hands on a lime green Submariner (and perhaps that is for good reason) or a “tribute,” vintage-inspired Rolex straight from the company. The chaps over at Project X, an independent company providing customizations to original brand manufacturers’ watches, have tackled a particular Rolex that we do not often see customized: the Rolex Daytona.

Apparently, this is not their first rodeo with the Rolex Daytona either. Back in 2010, they had three limited-edition series, which easily sold out. As with their prior foray, this latest grouping still gives a tip of the hat to the Rolex Daytonas of the 1960s. They have replaced the bezel with a carbon black finished one, and around back, they have installed a display caseback (sapphire crystal, of course), with your Project X Custom Rolex Daytona purchase also including the original solid caseback.

What likely will attract the most attention are the Project X Custom Rolex Daytona dials this lineup has. Project X has associated these, appropriately so, to cars that are rather at home on the race track. You have the DS4 in Bugatti Blue, the DS5 with a British Racing Green dial, and the DS6 with GTO Red. Frankly, it is the dials that set these apart – if you are on the hunt for a Rolex Daytona like this, you already know the ins and outs of the watch itself.

The latest addition to the DS line-up is the Project X Custom Rolex Daytona DS7. As the brand describes it, “vintage watch enthusiasts will immediately recognize the look & feel of the original iconic ‘so called’ Paul Newman Rolex Daytona’s from the 1970s.” Project X has done a similar project some six years ago and they say that has been their most successful edition to date – and it’s easy to see why. Original Paul Newman Daytonas have been selling for hundreds of thousands of dollars as resale values skyrocketed on the auction market. And while that price increase is for another discussion, the iconic design of the 70s Rolex Daytonas is something many would like to enjoy, but – tough we need not say this – a lot fewer can afford.

Whatever your choice of dial is for the Project X Custom Rolex Daytona, you will need to put $22,450 (£14,950 GBP) down on the barrel to pick up one of the 24 (of each color) that they have made available, or $22,150 (£14,750) for one of the 28 pieces from the Project X DS7 Custom Paul Newman Rolex Daytona-inspired piece.  projectxdesigns.com