I made a one-of-one Swatch last week. It’s genuinely unique, and the tool behind it is called AI-DADA. We covered the service at the end of last year, but now Swatch is rolling it out across Europe and Turkey from today.
I tried AI-DADA early at a launch event in Paris, fully expecting a glitzy party and a lot of brand chat. What I got instead was something genuinely fun – and surprisingly easy to use.
AI-DADA is Swatch’s take on AI-powered personalisation. You type a prompt, it thinks for about a minute, and out comes a unique watch design using Swatch’s 41mm New Gent case. There are no templates or sliders involved – it’s just an idea turned into something you can actually wear.
AI-DADA is trained on more than 40 years of Swatch design, art projects, events and collaborations, which explains why everything it produces still feels unmistakably Swatch, even when the ideas don’t necessarily scream Swatch.
The interface is simple. If you’ve ever used ChatGPT, you’ll feel at home straight away. At first, that blank prompt box is intimidating. You sit there thinking, what do I even ask for? But as soon as you start typing, the fun starts.
My first prompt was fairly safe: “A cartoon circuit board.” About a minute later (which feels oddly long in 2026, but also builds a bit of anticipation) AI-DADA spat out a design that genuinely impressed me. It’s got bold colours and playful smiley faces. It’s totally wearable. I could spin it around in 3D, choose between a black, steel or gold movement, and decide whether I wanted indices or a clean dial.
The great thing about this service is that if you type in exactly the same prompt (or I typed it in twice), you’d get a completely different design.
Then I tried to push AI-DADA. I typed in, “Depression.” It’s abstract and hard to visualise, but AI-DADA handled it thoughtfully, creating something moody and dark. After that: “A watch if Swatch was around in the Roman Empire.” It’s ridiculous, yes, but also great fun.
Finally, I really tried to break it. I asked for “Donald Trump as a clown.” The result? A colourful clown-themed watch that completely ignored the Donald Trump part. That’s the system’s guardrails kicking in. You can’t generate real people or brand logos, and honestly, that feels sensible. The idea still came through – I think the watch still looks great (if you like clowns).
You get three designs per day, saved to your Swatch account until midnight. Each one is genuinely unique, so every AI-DADA watch gets a ‘1/1’ engraving on the caseback to prove it.
When you’re happy, you add it to your basket (it costs £163 in the UK and €200 in Europe, US prices TBC), and Swatch sends the finished watch to you a few days later.
I was really impressed with the service. You don’t need design skills, just need an idea (or a weird thought) you want to see turned into a watch.
I made one. Now you can too on Swatch’s website.
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