Swatch will launch "AI-DADA," a service that uses AI to create unique Swatch watches. Users simply enter prompts (text instructions) on the website to generate a basic design, then select the shape of the indices and the color of the movement, and place their order. The service will begin in Switzerland on November 21, 2025, with plans to gradually expand to other countries from 2026 onwards.
A new service that creates one-of-a-kind Swatches using the AI design tool "AI-DADA"
Swatch will launch a service that provides original watches using a new AI-based design tool called "AI-DADA." The service will first be launched on swatch.com in Switzerland on November 21, 2025, with plans to gradually expand to other countries from 2026 onwards. While there are examples of services that connect AI-based design generation to product manufacturing, this is a pioneering initiative for a brand with the scale of production of Swatch.
AI-DADA is rooted in the latest "artistic intelligence" and Swatch's source of inspiration
AI-DADA is a unique AI tool that Swatch positions as "AI = Artistic Intelligence." It was created by asking ChatGPT, "What is artistic intelligence?" and using that answer as a starting point, it embodies Swatch's approach of viewing creativity and intuitive expression as a form of intelligence.
The name "DADA" comes from the Dada movement, which began in Zurich, Switzerland in 1916. This art movement, characterized by playful experimentation and a rejection of convention, has long been a source of inspiration for Swatch, which has incorporated this context into a new generation of tools and services called AI-DADA.
AI-DADA has been trained with data from over 40 years of Swatch watches, collaboration models, art projects, and more. As a result, the designs it generates are characterized by their consistent color sense and pop aesthetic, characteristic of Swatch. This means that even users without advanced design skills can start from their own ideas and design a watch that is "uniquely Swatch" and "one of a kind."
Create a one-of-a-kind watch in just 3 steps
Creating a watch with AI-DADA can be completed in just three steps. The first step is to set up the preparation and design preferences. Log in with your Swatch account and enter your image in a dedicated screen using prompts (text instructions). Whether it's a minimalist design or a deliberately chaotic one, AI-DADA will visualize it as a watch design within a few minutes.
The second step involves customizing the details to your liking. The base is the 41mm diameter "New Gent" model. The basic design generated by the user using AI-DADA is applied to this, and you can choose whether or not to include indices, their style, and the color of the movement.
The final step is to order online. The design is not automatically saved, so it will be lost when you close the AI-DADA screen. Furthermore, even if you reuse the same prompt, the design will not be exactly the same, so once you have generated a design you like, you should order it without hesitation.
A "creative challenge" to create the design you want
With typical AI tools, users have to repeat the process to get the generated data they like, or they have to "get closer" to the image they have in mind through trial and error. However, with AI-DADA, users can only challenge themselves with up to three prompts per day.
Swatch sees this as a "creative challenge," requiring participants to develop ideas within a limited number of attempts. Each input is a challenge, and the resulting watch takes on a special meaning. Moreover, as mentioned above, even the same prompt will not result in an exactly identical design, so it is not possible to "generate the same thing as someone else."
To demonstrate this exclusivity, the case back of the watch produced by AI-DADA is engraved with "1/1." This subtle yet striking detail conveys that "each watch is truly one of a kind."
AI-DADA brings art closer to people
Since its founding, Swatch has been committed to respecting self-expression and promoting art as something accessible to everyone, through partnerships with action sports and the music scene, collaborations with artists, and special collections that reinterpret famous paintings.
AI-DADA is an attempt to take this approach to the next level with the latest technology. It allows anyone, even those without special skills, to create their own ideas and wear the finished product, offering a completely different experience. This embodies the idea that the buyer is a co-creator of the product.
