AI DADA
AI-DADA is Swatch's new AI-powered design tool that lets anyone create a one-of-a-kind New Gent watch from a single text prompt, no design skills required. Built on more than 40 years of Swatch archives spanning watches, art collaborations, street paintings, and cultural moments, the tool's "artistic intelligence" generates a fully realized dial design in under two minutes. The name nods to the Dada movement born in Zurich in 1916, a fitting reference for a brand that has always treated timepieces as wearable art. Each finished watch carries a "1/1" marking on its caseback, and users can further personalize their design by choosing indexes and mechanism color before checking out. Limited to three prompts a day.

