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) preset 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 a fun idea, this offering was never designed to be anything near approaching bespoke. From tomorrow, however, the MoonSwatch maker is taking its Swatch x You model and giving it an artificial intelligence makeover.
Dubbed AI‑DADA, Swatch says this AI-powered design tool lets you create entirely unique watches starting from a blank canvas and using only your imagination as a guide to the final outcome. After logging into your Swatch account, you prompt AI‑DADA with your own idea, then, in less than two minutes, a “unique watch design comes to life.” To underline this uniqueness, each AI‑DADA watch carries a “1/1” sign on its case back.
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