Imagine creating a watch that’s completely unique to you, with just a few clicks and your imagination. Swatch is making this a reality with their groundbreaking AI-powered design tool, AI-DADA, which launches this month in Switzerland.

The new platform allows users to generate entirely custom watch designs using artificial intelligence, moving far beyond their previous customization options. By leveraging OpenAI’s image generation technology and Swatch’s 40-year design archive, users can create truly one-of-a-kind timepieces.

Currently, the tool only works with the New Gent watch model, but Swatch’s CEO Nick Hayek Jr. hints at expanding the platform to other models in the future. Each design is marked with a “1/1” to signify its absolute uniqueness, and users are limited to three design attempts per day to maintain creative integrity.

To prevent inappropriate designs, Swatch has implemented robust guardrails in collaboration with OpenAI. The company carefully screens potential designs to avoid problematic imagery while still maintaining a liberal approach to creativity.

The personalized watches will be priced at approximately $210, significantly higher than standard models but still accessible to design enthusiasts. Delivery time is impressively quick, ranging from two to five days depending on location.

While MoonSwatch fans might be disappointed that their beloved model isn’t yet available for customization, Hayek suggests that consumer demand could eventually drive broader personalization options.

As AI continues to reshape creative industries, Swatch’s innovative approach represents an exciting intersection of technology, fashion, and personal expression. The platform invites users to become designers, transforming a traditional accessory into a deeply personal statement.