Custom Murdered-Out Rolex Daytona

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

JUST FOR NO REASON: GIRLS WITH GUNS

Teaser...

COMING SOON!

Kanye Samples - This is dope!

Check Please!

Russian billionaire and New Jersey Nets future owner Roman Abramovich earlier today had lunch at Nello's in New York -- his bill totaled a ridiculous $47,221.09.

The check had an automatic gratuity of 20% -- $7,328 -- but we're told the party threw down an extra $5,000, bringing the tip to 26%.

We're told there were 10 people at the table, who feasted on white truffles, filet mignon and a whole lotta uber-pricey wine.

This blows Jay-Z out of the water -- who just a few days ago, dropped $1,700 on lunch at the same place.

Marisa Miller - Victoria Secret Fantasy Bra Girl 2009

In honor of the Lakers bling ceremony tonight...

$3,000,000 is a lot of money for something that will most definitely end up on the floor the moment I get her alone.

RING CEREMONY/SEASON OPENER TONIGHT!

HOW SWEET IT IS....

NBA.com: Laker gold — Most rings are 14-karat gold but the Lakers’ high-profile jeweler, Jason of Beverly Hills, created a special batch of 15-karat Laker gold to commemorate their 15th NBA championship. The ring is made of both white and yellow gold and was built from seven different parts that had to be assembled. Most rings are built as one unit.

Bling that’ll blind — The ring is comprised of 15 diamonds weighing in at 2.85 carats.

Home court advantage — The Lakers’ rings mirror the shape of the exterior of their home arena, the Staples Center. When viewed from the side, you can see the “roof” and “sides” of the Lakers’ home court.

Personalization — In the past every player has had their name and number on the side of their ring. The Lakers went a step above that and laser engraved the image of each player’s face on his ring.

Lock-down defense — Each ring boasts a hand-selected, diamond-engraved “L”. The “L” is placed in a different position on each player’s ring and is only viewable with a high-powered microscope. This helps authenticate each players piece. For further security and authentification, every ring has a serial number which is stored in a database that only the Lakers themselves and the jeweler can access.

Hollywood packaging, too — Each ring will be presented in an oversized box roughly the size of a watch box. When opened, each box has two built-in LED spotlights that shine on the ring. Even the ring itself gets royal treatment: it is mounted on a rotating mechanical platform.