https://techcrunch.com/2019/09/10/apple-will-now-let-you-pick-your-own-band-color-with-launch-of-apple-watch-studio/

Apple is doubling down on personalization to help better sell its latest products. In addition to an expanded array of iPhone colors — hello mint green, lilac, etc. — the company today announced the launch of Apple Watch Studio, which will allow consumers to create the Apple Watch case and band pairing that they want, instead of having to choose one designed by Apple.

Before today, Apple would pair its Apple Watch cases with select bands. If you didn’t like the band that came with your Watch, however, you’d have to buy another at your own expense either from Apple or a third-party seller.