Swatch's New OpenAI-Powered Tool Lets You Design Your Own Watch

The new AI-DADA tool lets you create a unique Swatch design using AI prompts. You can't make a custom MoonSwatch yet—but it's not entirely off the table.

Cast your mind back to 2017. In those heady days before ChatGPT and DALL-E, and Zoom calls, Swatch launched a fancy online platform that let you, the watch-buying public, design your own Swatch watch. Well, not exactly design. More like customize.

It was called Swatch x You, and it let you tweak Swatch's standard New Gent 41 mm model by selecting one of the (surprisingly limited) pre-set designs, which you could then move, zoom and rotate to fit over the watch and strap. You could also add in a chip for NFC payments, and, as a final flourish, put a very short personal message on the case back (to a maximum of 15 characters).

As you can tell, although ...