Swatch Accelerates Personalization with AI‑Driven Unique Watches
Swatch has launched AI‑DADA, an AI‑powered tool that lets customers generate one‑off Swatch watches inspired by 40 years of design DNA. The service limits prompts but ensures uniqueness and is debuting in Switzerland.
Swatch has unveiled AI‑DADA, a generative AI tool that enables customers to prompt one‑off, personalized watch designs grounded in Swatch’s visual archive. The service launches in Switzerland on November 21, 2025, with broader rollout to follow.
What We Know
Swatch’s new AI‑DADA platform allows users to create fully custom designs starting from a blank canvas. Prompts generate unique graphics applied to the New Gent 41 mm model, marked “1/1” to affirm its singularity. Customers may choose index design and mechanism color. Usage is limited to three prompts per day.
The AI draws primarily from Swatch’s in‑house archive covering 40 years of design history—including collaborations, street art, past collections—and resorts to OpenAI data only when prompts exceed its internal dataset. Swatch implemented filters to prevent inappropriate content, though the CEO pushed to reduce restrictions for more creative freedom.
The service launches initially in Switzerland on November 21, 2025; a custom New Gent will retail at approximately CHF 170 (around US$210). Swatch has signaled intent to expand the service to additional models in the future.
What It Means
AI‑DADA marks a shift from standard customization toward genuine personalization in accessible watchwear. By embedding generative AI in design, Swatch transforms users into active collaborators, reinforcing brand DNA while embracing consumer creativity.
This model balances novelty with control—limited daily prompts both reduce production and frame personalization as a curated experience. Ownership of customer data and designs stays with Swatch, indicating a strategic asset for future digital innovation.
The Backstory
Swatch previously offered “Swatch x You” in 2017, allowing limited personalization of the New Gent model. AI‑DADA builds on this, introducing generative AI to overcome preset design constraints and offering a “world first” in watch personalization.
What’s Next
Swatch plans to expand AI‑DADA beyond Switzerland and potentially to models beyond New Gent, with MoonSwatch variants mooted for future inclusion depending on demand. Broader availability and model expansion are expected in due course.
