I'm very surprised no one has asked this yet, as this must be 'ONE' of the most important aspects of a watch. The Design/Style/Appearance of the actual watch face. The watch face plays a MASSIVE role in selecting a normal watch. Millions of different normal watch faces out there, both Analog and Digital to cater for all tastes. Those who want a silver/gold plain classical dress watch style, right thru the range to those who want dials and information all over the face. Watching and listening to the keynote, and from all I've read so far. This is not possible. All I have seen is, you can select from the various Apple designed watch faces, and customize aspects of them. This is great, and what one would expect for the launch. A built in range of faces, and the ability to customize them to an extent. However........................................ At no point in time did I see ANY mention of 'User or 3rd Party Created Watch Faces' At it's most basic level, one would assume you could select and photo from your photo collection on the watch, and use that as a background for your watch face. But, part of me thinks Apple will not allow this. They will want to only offer their own watch faces. What do you think? I would say, being able to use, AT LEAST your own background image would be the minimum in allowing you to personalize your Apple Watch. Do you think I'm right and Apple will not allow this? I hope I'm wrong. If I'm wrong, please tell me I'm wrong.