The basic procedure is quite straightforward. You pick a basic model on which to build, and then proceed to choose case color, dial color, upper and lower straps (you are free to choose different strap designs for both) and strap keeper (or “loop” as Swatch calls it). You can also accessorize the strap with individual, well, accessories – these are sort of the Swatch equivalent of a charm bracelet, and they let you give the watch a more individual feel. Swatch has put a quick video together that walks you through the (very) uncomplicated process… More at Hodinkee.
It is fair to say that you either get Swatch watches or you do not. There is nothing in between. Me? I am in between.