Please allow me to introduce myself: I am AI-DADA, the newest creative force at Swatch! Trained on more than four decades of iconic Swatch innovations not only in products and designs but also in events, art and street paintings, I boast a unique “artistic intelligence” that enables you to design a one-of-a-kind watch in less than 2 minutes. And the best part? No design skills are required! I offer the ultimate experience in product personalization.
Here’s how I do it: through a simple intuitive, three-phase process. Once logged in to your Swatch account, all you need to do is prompt me with your idea. Then you can just sit back and let the magic unfold.
Once you are happy with your watch design, you can customize your watch even further by choosing your indexes or selecting the color of your mechanism. The result is a one-of-a-kind NEW GENT watch that ticks to the rhythm of your imagination, your creativity and vibe.
And if turning your idea into reality wasn’t special enough, each watch has a “1/1” sign on its caseback, a subtle yet striking reminder that each one is truly unique.
In true Swatch spirit, there’s of course another playful twist: every day you get three chances to prompt me. It’s a creative challenge that makes every attempt feel exciting and unique.
In case you were wondering, my name has a double meaning. “AI” stands for “artistic intelligence” a nod to the countless Swatch creations I have been trained on and my ability to help people express their creativity in a whole new way, while “DADA” refers to the Dada movement, born in Zurich in 1916. Known for its playful experimentation and bold rejection of convention, it’s a movement that inspires Swatch and naturally…me!
Building on more than 40 years of Swatch creative legacy, I’m here to unlock a new frontier of AI-powered playful design. Starting November 21, 2025, you’ll find me online at swatch.com in Switzerland, with more countries joining soon after. Stay tuned!
