Following its debut in Switzerland and rollout across Europe and Turkey, AI-DADA the AI-powered design tool which lets anyone create their own unique watch, is going live around the world. The online rollout set to start on March 12, 2026, marks the next step in making AI-DADA accessible worldwide.
Named after the norm challenging Dada movement, AI-DADA enables anyone to create one-of-a-kind watch designs in under two minutes, simply by writing a prompt. By turning words into watch designs, the tool removes traditional design barriers unlocking limitless creative expression and delivering the ultimate experience in product personalization.
AI-DADA achieves this thanks to its “artistic intelligence” which has been shaped by more than 40 years of iconic Swatch innovations, from watches and design to events, art and street paintings. This ensures that each AI-DADA watch is not only unique, a distinction reflected in the ‘1/1’ symbol featured on its caseback, but also unmistakably Swatch.
“We set out to develop an AI that truly understands Swatch and what the brand is about, an intelligence shaped by our creative heritage and built to empower everyone to imagine and to create. With AI‑DADA, every Swatch will be an original and unique watch and will still have the Swatch identity. This is the ultimate personalization of a product. This means every person has the freedom to express their individuality through a watch that no two people in the world could ever own, yet one that remains unmistakably Swatch”, commented Mr. Vivian Stauffer, CEO of Swatch.
AI-DADA’s launch signals the start of a special series of free, immersive events imagined as creative playgrounds where visitors can dive into Swatch’s creative universe and experience AI-DADA firsthand.
More details on dates, venues and locations to be announced soon.
