Swatch’s new AI-powered design tool, AI-DADA, lets you craft NEW GENT watches using your imagination only. It uses text prompts to transform your imagined designs into actual timepieces — no design skills required. It generates a fully realized dial in just under two minutes.
The tool brings your ideas to life, whether you’re aiming for a sleek, minimalist design or a more intricate concept. It uses text prompts to specify style, color, and specific instructions inspired by the art and design world.
AI-DADA has been trained on more than 40 years of Swatch creations. Hence, each generated design aligns with the brand’s iconic identity, vivid aesthetics, and creative principles. The design base is from years of Swatch archives that span watches, street paintings, cultural moments, and art collaborations.
Each designed watch features a “1/1” marking on its back to signify its unique, one-of-a-kind status. Users only have three prompts per day and they can further personalize their design by choosing indexes and mechanism color prior to checking out.
As to how unique the design is? Swatch says there’s an unlikely probability that it matches what other users create, as it depends on the prompt. Even if the prompt is used for the second time, AI-DADA creates a different result every time.
As such, if you lose your designed watch, Swatch can provide the same text prompt used for that watch. But AI-DADA will generate a new and different design from the one you lost. The name DADA is an homage to the 1916 Dada movement in Zurich. It is a fitting reference to a watch brand that has always valued its timepieces as wearable art.
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Images courtesy of Swatch
