Many years ago, it used to be possible. Sent the GMT to service and swapped out the faded Pepsi alu bezel for new Coke bezel (can't remember which but it was one for the other), and they acceded to my request to keep the faded bezel. Was later offered a good sum by grey resellers for the faded bezel. Two or three years back, asked about doing a dial change for my Daytona and ceramic bezel swap for my Sub, but they informed that they have to stick directly with the production records.