https://www.techradar.com/news/will-watchos-5-finally-make-your-apple-watch-feel-like-your-own

Personalizing your smartwatch is a huge deal, and so far I don't feel I've been able to make the Apple Watch look exactly how I want it to.

You can decide on the size, color, strap, material, the apps to download and more, but you’ve not been able to properly choose your own watch face.