Meet the AI that will design your next Swatch
Swatch has introduced an innovative platform called AI-Dada, allowing users to co-create their own custom watches by transforming creative prompts into designs in under two minutes. This new system, currently available in Switzerland and soon to expand, utilizes an artistic intelligence approach, enabling buyers to engage directly in the design process. Each watch produced will be unique, marked with a “1/1” engraving, reflecting Swatch's longstanding tradition of collaboration with renowned artists and institutions. The name AI-Dada reflects a blend of artistic intelligence and a nod to Dadaism, emphasizing the brand's commitment to challenging conventions through creativity and humor. This initiative continues Swatch's legacy of merging art and design, transforming watches from mere accessories into personal, communicative pieces. The collaboration with notable figures and institutions in the art world since 1983 highlights Swatch's influence in the watchmaking industry and its dedication to integrating contemporary culture into its products.
