Watches | Swatch
Swatch - reimagines creativity through AI
| 2025-11-26 |     |
introducing AI‐DADA, where every watch created is truly unique
The meaning of artistic intelligence (as defined by ChatGPT when asked what artistic intelligence is): “Artistic Intelligence is the innate human ability to imagine, provoke, and create. it suggests that art is not the opposite of intelligence, but a form of intelligence in itself – emotional, visual, and intuitive. This connects directly with Swatch’s DNA: playful, bold, and rooted in cultural creativity.”
Next‐level AI‐powered design tool enables users to create unique watches starting with a blank canvas and using only their imagination, providing the ultimate experience in product personalization.
AI-DADA, the newest creative force in the Swatch universe, has arrived! Powered by AI and trained on more than 40 years of iconic Swatch innovations not only in products and designs but also in events, art and street paintings, AI-DADA is an artistic intelligence built to turn imagination into reality, delivering the ultimate experience in product personalization. The best part? No design skills are required, just an idea and the desire to create something truly unique.
Creativity made simple and fun
Designed to be smooth and engaging from start to finish, AI-DADA boasts an intuitive three-phase process. After logging into their Swatch account, all users need to do to is prompt it with their idea, then sit back and let the magic unfold. Less than 2 minutes later, a unique watch design comes to life, capturing both the user’s imagination and our playful spirit. Once happy with their design, fans can further customize their watch by choosing indexes or selecting the color of its mechanism. The result is a one-of-a-kind NEW GENT timepiece that ticks to the rhythm of their imagination, creativity and vibe. It’s product personalization powered by AI, at its finest!
Playful twists
As always, we’ve added some playful details: Each watch carries a “1/1” sign on its caseback. As if turning your idea into reality wasn’t special enough, this is another subtle yet striking reminder that each watch is truly unique. Every user also gets 3 prompts per day: a “creative challenge” that makes every attempt feel special.
Giving everyone the power to create
Since day one, Swatch has championed self-expression and making art accessible to all, bringing Swiss- made quality within everyone’s reach. AI-DADA takes that creative legacy to the next level. Thanks to its artistic intelligence, anyone can bring their ideas to life, even without design skills. In this way, AI-DADA enables users to explore new horizons of creativity and become true co-creators of the products they buy.
A name that says it all
The meaning of AI-DADA’s name is twofold. “AI” stands for “artistic intelligence” alluding to over 40 years of Swatch heritage it has been trained on, and its ability to help people express their creativity in a whole new way. “DADA” is a reference to the Dada movement, that originated in Zurich, Switzerland in 1916. Known for its playful experimentation and rejection of convention, it is a movement that has inspired us throughout the years. Building on a legacy of creativity and thanks to AI-DADA’s artistic intelligence, Swatch now unlocks new possibilities of AI-powered design allowing users to create watches that are as distinctive and original as their imagination.
AI-DADA will be available online at swatch.com in Switzerland from November 21, 2025, with more countries following soon.
SWATCH AND ART
Positive provocation and joie de vivre made in Switzerland: since its founding in 1983, Swatch has shaken up the watch industry. Thanks to its striking designs which always reflect the zeitgeist, Swatch is one of the leading watch manufacturers and the most sought-after brands in the world — and has always stayed true to itself. The watchmaker continues to surprise, whether with regularly released new models or special collections. Swatch thinks and acts in a revolutionary way, evident from its early involvement in action sports, art, and music.
Art has been an integral part of Swatch’s identity from the beginning. Over the years, Swatch has collaborated with countless artists across various disciplines and genres. Since 2018, thanks to the generosity of some of the world’s most prestigious art museums and institutions, Swatch has reinterpreted iconic masterpieces, bringing them to wrists everywhere. The Swatch Art Peace Hotel in Shanghai, founded in 2011, serves as a vibrant artistic hub fostering collaboration among artists from around the globe.