I made a customized one-of-one Swatch, and now you possibly can too with AI-DADA

I made a one-of-one Swatch final week. It’s genuinely distinctive, and the device behind it’s referred to as AI-DADA. We lined the service on the finish of final 12 months, however now Swatch is rolling it out throughout Europe and Turkey from right this moment.

I attempted AI-DADA early at a launch occasion in Paris, totally anticipating a glitzy celebration and numerous model chat. What I bought as a substitute was one thing genuinely enjoyable – and surprisingly straightforward to make use of.

AI-DADA is Swatch’s tackle AI-powered personalisation. You kind a immediate, it thinks for a few minute, and out comes a novel watch design utilizing Swatch’s 41mm New Gent case. There are not any templates or sliders concerned – it’s simply an concept changed into one thing you possibly can truly put on.

AI-DADA is skilled on greater than 40 years of Swatch design, artwork initiatives, occasions and collaborations, which explains why every thing it produces nonetheless feels unmistakably Swatch, even when the concepts don’t essentially scream Swatch.

The interface is straightforward. In the event you’ve ever used ChatGPT, you’ll really feel at residence right away. At first, that clean immediate field is intimidating. You sit there considering, what do I even ask for? However as quickly as you begin typing, the enjoyable begins.

My first immediate was pretty secure: “A cartoon circuit board.” A couple of minute later (which feels oddly lengthy in 2026, but additionally builds a little bit of anticipation) AI-DADA spat out a design that genuinely impressed me. It’s bought daring colors and playful smiley faces. It’s completely wearable. I may spin it round in 3D, select between a black, metal or gold motion, and resolve whether or not I needed indices or a clear dial.

The beauty of this service is that for those who kind in precisely the identical immediate (or I typed it in twice), you’d get a very completely different design.

Then I attempted to push AI-DADA. I typed in, “Despair.” It’s summary and laborious to visualise, however AI-DADA dealt with it thoughtfully, creating one thing moody and darkish. After that: “A watch if Swatch was round within the Roman Empire.” It’s ridiculous, sure, but additionally nice enjoyable.

Lastly, I actually tried to interrupt it. I requested for “Donald Trump as a clown.” The end result? A vibrant clown-themed watch that fully ignored the Donald Trump half. That’s the system’s guardrails kicking in. You possibly can’t generate actual individuals or model logos, and actually, that feels wise. The concept nonetheless got here by way of – I believe the watch nonetheless seems nice (for those who like clowns).

You get three designs per day, saved to your Swatch account till midnight. Every one is genuinely distinctive, so each AI-DADA watch will get a ‘1/1’ engraving on the caseback to show it.

If you’re pleased, you add it to your basket (it prices £163 within the UK and €200 in Europe, US costs TBC), and Swatch sends the completed watch to you just a few days later.

I used to be actually impressed with the service. You don’t want design abilities, simply want an concept (or a bizarre thought) you wish to see changed into a watch.

I made one. Now you possibly can too on Swatch’s web site.

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