Timex Watch With Flex Band; How Do I Adjust This!

Question

I bought this watch:

http://www.timex.com/gp/product/B000B5459Q/sr=1-13/qid=1211921050/ref=sr_1_13/002-1888426-8000040?ie=UTF8&m=A1S5XB33AHYRMX&n=238500011&timexBrand=core

The band is one of those flex types. It DOES NOT have pins. I need to adust it. I'm wondering if anyone knows how.

I want to do it myself; not bring it to the jeweler.